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How to communicate your value – segmentation, targeting, positioning

What do changes in customer mindset mean for cultural organizations?

Thomas Kinnear, Ph.D. is the Eugene Applebaum Professor of Entrepreneurial Studies and professor of marketing at the Stephen M. Ross School of Business, University of Michigan. He is also a member of The New Nature of Competition faculty. In this clip he discusses the impact of convergence on the cultural customer.

What does the convergence of consumer interests, markets and industries mean for cultural organizations?

Keith Winsten, Executive Director of the Brevard Zoo in Brevard County, Florida, discusses how increased competition helped the organization focus on relevance and redefine its mission.

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