2004-02-17

The paper aims to develop a framework for future research on the interface between relationship marketing and entrepreneurship in the performing arts in New Zealand and the role this interface might play in the successful development of audiences. The common link between relationship marketing and entrepreneurship is network analysis, focusing on both a strategic and operational level. It is proposed that relationship marketing enhances the audience development function, and those arts managers and marketers who use relationship marketing are likely to be successful in attracting and maintaining their audience base. Not only do they maintain regular subscribers but constantly look at ways of increasing attendance by attracting new audiences. An important factor could be that such managers espouse an entrepreneurial approach - they are willing to take risks and stretch the boundaries of their artistic product by supporting innovative programming.