Lakewood Players

Jacquelyn Warwick, Robert Stevens, David Loudon, Bruce Wrenn

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

As the lights went down and the curtain was about to open, Bob Jones, chairman of the board of directors for the Lakewood Players, looked worriedly around the theater at the sparse audience. He had been concerned about ticket sales ever since the managing/artistic director, Scott White, had begun putting on what Jones considered “experimental” plays—plays with titles no one recognized, by unknown writers, and not considered well-written. This past season included plays such as Inside Out, and Lloyd’s Prayer, as well as The Crucifer of Blood (see Figure C14.1). As the play was about to begin, Jones whispered to his wife, “We need to get more action in front of the curtain than behind the curtain.”
Original languageAmerican English
Title of host publicationMarketing Management
Subtitle of host publicationText and Cases
EditorsRobert E. Stevens, David L. Loudon, Bruce Wrenn
Place of PublicationNew York, NY
PublisherRoutledge
Chapter14
Pages333-341
Number of pages9
ISBN (Electronic)9780203862261
DOIs
StatePublished - 2005

Keywords

  • Marketing

Disciplines

  • Marketing

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