This thesis, presented in partial fulfillment of the requirements for the degree of Master of Business Administration/Master of Fine Arts in Theatre Management, identifies marketing programs for the acquisition and retention of California State University, Long Beach (CSULB) undergraduate students as audience members for California Repertory Company (Cal Rep). This thesis makes recommendations based on current theatre audience demographics and national theatre attendance trends, regional theatre marketing programs, information from marketing directors and associates, and data from a survey involving current Cal Rep student subscribers. This thesis proposes added value and ticket pricing programs for Cal Rep to implement in order to attract and retain student subscribers.
|School:||California State University, Long Beach|
|School Location:||United States -- California|
|Source:||MAI 48/02M, Masters Abstracts International|
|Subjects:||Marketing, Arts Management, Theater, Higher education|
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