Geared to MBA students and advanced undergraduate students, as well as those taking courses on CRM, direct marketing, relationship marketing, database management or business intelligence, the book is also appropriate for graduate students in information management attending courses on CRM and participants in specific CRM/database management.
A focus on customer and stakeholder care and the additional services surrounding the festival is vital for a music festival to ensure the trust and commitment required to maintain relationships is nurtured. Providing benefits such as newsletters, email updates and competitions to consumers and maintaining websites and advice will cultivate the relationship, add value and attract new participants (Sterne, 2000; Masterman and Wood, 2006); however, organisers must ensure that consumers are not inundated with marketing communications, as this may have an adverse reaction and may be regarded as a one-way relationship (Masterman and Wood, 2006; Godson, 2009). Loyalty schemes are also seen as a significant method to cultivate long-term relationships; however, such methods may not be suited to all events in the music festival industry because of the popularity and desire for tickets once on sale; this will be researched further within the study.
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