<title>ABSTRACT</title> The level of interest among women in choosing business as a program of study has contributed substantially to both the nationwide growth of business majors from 1970 to 1987 and the decline that followed. Should undergraduate business programs therefore adopt a gender-based marketing...

Purpose – The purpose of this paper is to examine market segments within the broader category of occasional patrons of the performing arts. While similarities between these segments exist, important distinctions are also apparent. Design/methodology/approach – The authors surveyed 347...