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Preispolitik fr Theater
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Tom Schler zeigt, dass ffentliche Theater ihre Einnahmen durch verbesserte Preisgestaltung erhhen knnen, ohne Besucher auszuschlieen. Dafr sind bewehrte Strategien wie die Preisdifferenzierung als auch neuere Modelle wie Revenue Management und Dynamic Pricing einsetzbar. Der Autor legt damit erste Antworten zu einer im Kulturmanagement bisher kaum beleuchteten Frage vor: Wie knnen ffentliche Kulturbetriebe gleichzeitig Einnahmepotenziale nutzen und ihrem kulturpolitischen Auftrag gerecht werden? Neben theoretischen Grundlagen werden mithilfe statistischer Datenanalysen und Experteninterviews empirische Befunde geliefert und daraus konkrete Empfehlungen fr die Theaterpraxis abgeleitet.
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