MeaningMatters

Recent published by the Australia Council and Creative New Zealand (country specific case studies in each version), Full House packs a ton of knowledge into 200 economical pages. Written by Roger Tomlinson, Tim Roberts and Vicki Allpress, it's a must have workbook to read and keep on my desk for all aspects of marketing, ticket selling, customer relationship marketing, etc. It draws from many resources and puts them all into one place. It's smartly spiral bound, so I can keep it open to the relevant chapters as I'm working on projects.

For those who in North America who can't wait the 3 - 10 business days to get your copy. http://www.artsoz.com.au/FULLHOUSE.htm. You can at least download the first two chapters in PDF format. http://www.artsoz.com.au/FULLHOUSE_Ch1n2.pdf. I'd recommended ordering two copies, one of each version, as different case studies are in each. Then keep one in the box office and the other in marketing. (Even possibly make some chapters available to the Executive and Artistic Directors.)

One key take-home idea: On page 18/19 they describe the Pepper and Rogers IDIC framework (Identify, Differentiate, Interact and Customise). Using that framework, we can now send out communications that say - you came last year to something very similar and had a great time (because we asked you and this is what you said). We think you'll also enjoy this just as much.
This is what contemporary technology and databases allow us to do if we are willing to shift resources out of mass market approaches to customized ones.

Every page is full of similarly helpful ideas.