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Sources of information...

Journal of Arts Marketing Issue 26 – July 2007 In the know Heather Maitland advises you to think about what you want to know – it may be that someone already knows the answer The point of marketing planning is to make informed decisions about what will get your organisation from where it is...
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Customer experience...

Journal of Arts Marketing Issue 23 – October 2006 Customer experience Heather Maitland warns about making assumptions when researching your customers’ experience Researching how satisfied people are with the experience your organisation offers is not straightforward. It is all too easy to research...
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Audiences for unfamiliar work...

Arts Professional: Essential Audiences 3 July 2006 Trainspotters and Trendsetters Heather Maitland considers the nature of audiences for unfamiliar work by unfamiliar artists I can’t think of many arts organisations that don’t want to stretch their audiences and their staff by programming outside...
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Profiling online ticket buyers...

Journal of Arts Marketing Issue 20 – January 2006 Profiling on-line ticket buyers Each year since 2001, ts.com has sent out email questionnaires to people who purchased tickets from client organisations who want to participate in the research. In 2004, we joined forces to explore in more detail...
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Selling contemporary work...

Is it time for Plan B? Heather Maitland published by the Arts Marketing Association 2000 Is it time to acknowledge that the accepted notions about marketing new work simply don’t get results? Time to throw them out and think of something that does? We’ve been trying to develop audiences for new...