Marketing and Public Relations

This chapter highlights well-established marketing theory and practice, including the “four P’s” of marketing, and explores the application of those concepts within orchestras. Additional concepts include the target marketing process, the importance of positioning, and the utilization of a variety of channels. New modes of distribution, including digital platforms, are also discussed, as are examples of success. Shifting patron buying habits away from subscriptions and toward single ticket purchases is explored in-depth. Finally, the various forms of public relations and their utility for orchestras in a constrained budgetary position are explored.