Subscription schemes encourage customers to buy a number of tickets for a package of events and thereby attend more events than they otherwise might have done. Tim Baker asks why they have not achieved the same popularity in the UK as across the Atlantic, and looks at the experience of the City of Birmingham Symphony Orchestra.
In the US subscription drives form the backbone of most performing arts marketing campaigns. Subscription did see a rise in popularity in the UK during the late... more
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Issue 18: Management development
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Management development
28 Jan 2002
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