In the performing arts world, Tessitura uses box office technology to track every patron transaction, including ticket purchases, fund-raising, volunteering, and gift shop purchases, in one database. The information can help symphonies, operas, and theaters develop customer profiles to tailor sales messages to specific individuals. Tessitura will allow arts groups to engage in
A) market aggregation.
B) relationship marketing.
C) societal marketing.
D) market mining.
E) mainstream marketing.

Question

Quizplus · Accepted Answer

Tessitura allows arts groups to engage in relationship marketing by using detailed customer data to create personalized marketing strategies and build long-term relationships with patrons.

In the Performing Arts World, Tessitura Uses Box Office Technology