In the Nonprofit World of the Performing Arts, Box Office

In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s.A company named Tessitura is trying to change that.Tessitura is able to track every transaction with patrons on one database.This information includes everything: ticket purchases, fund-raising, volunteering, and gift shop purchases.This technology will allow arts groups to develop detailed customer profiles, which will help symphonies, operas, and theaters to tailor their sales message to individuals.In other words, Tessitura is going to allow arts groups to engage in

A) market aggregation.
B) relationship marketing.
C) industry reciprocity.
D) customer-supplier collaboration.
E) mainstream marketing.