As They Like It
http://www.accenture.com/Global/Research_and_Insights/Outlook/By_Issue/Y2008/AsLikeIt.htm
Abstract: The article explains how audience segmentation and analysis techniques have helped the legendary Royal Shakespeare Company boost its membership list by 40 percent and its regular attendance—by far the greatest overall contribution to the company's revenues—by more than 70 percent. Box office receipts now account for 43 percent of income.
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