A marketing study of the Performances, Films, and Lectures Department of the Asia Society

In its history, the Performances, Films, and Lectures Department has been one of The Asia Society's growing program divisions. Owing to current financial constraints, the Department decided to increase its earned income. This thesis focuses on an audience study for the Department's in-house events, using a survey to identify the Department's current audiences. The survey indicates the Department's potential for increasing its audiences and provides clues to improve its operations. The thesis recommendations include the integration of programming and promotional operations, and the imporovement of publicity by various strategies, which will enable the Performances, Films, and Lectures Department to improve its marketing operations and to increase its ticket sales. Further research is also suggested in this thesis.