The Routledge Companion to Arts Marketing

ISBN-13: 9780415783507 / Angielski / Twarda / 2013 / 416 str.

Daragh Dr O'Reilly; Ruth Professor Rentschler; Theresa Dr Kirchner

Opis

The relationship between the arts and marketing has been growing ever more complex, as the proliferation of new technologies and social media has opened up new forms of communication. This book covers the broad and involved relationship between the arts and marketing. It frames "arts marketing" in the context of wider, related issues, such as the creative and cultural industries, cultural policy and arts funding, developments in the different art forms and the impact of environmental forces on arts business models and markets. The Routledge Companion to Arts Marketing provides a comprehensive, up-to-date reference guide that incorporates current analyses of arts marketing topics by leaders of academic research in the field. As such, it will be a key resource for the next generation of arts marketing scholars and teachers and will constitute the single most authoritative guide on the subject internationally.

Spis treści

Preface  Part I: Macro Arts Marketing Issues  1. Postmodernism and Arts Marketing  2. Cultural Economics and Arts Markets  3. Politics, Arts and Markets  4. Arts Marketing and Ethics  Part II: Artists and their Managers  5. The Artist as Marketer and Entrepreneur  6. Arts Managers' Career Insights and their Marketing Implications  7. The Art of Marketing Arts Marketing to Artists  Part III: Arts Organizational Management and Strategies  8. Organizational Identity and Marketing in the Arts  9. Mission Statement to Mission Fulfilment: The Role Marketing Plays  10. Traditional vs. Entrepreneurial Marketing of Arts/Culture  11. Audience Valuation and Pricing the Performing Arts  12. Interactions between, and Effects of, Government Support on Fundraising and Marketing Efforts of Nonprofit Arts Organizations  13. 'Walk through the Doors. Be our Guest.': How Important are Partnerships to Enable Multicultural Groups to Attend Arts Events?  14. Web Strategies for Engaging Audiences  15. Arts Marketing and Web 2.0 Based Audience Development Initiatives  16. Using Social Media to Enhance the Customer Attendance Experience  17. Leveraging Social Media to Engage and Retain Arts/Culture Organization Donors, Members and Volunteers  Part IV: Consumption Perspectives  18. Consuming the Arts  19. Consumption Criteria in Arts Marketing  20. Lessons from Arts Experiences of Individuals  21. Consumer Motiviation and the Arts: Conceptualizing a Motivation-Benefit Model for Understanding Tourists as Audiences  22. Membership and Subscription in the Performing Arts: What have we Learnt During the last 35 Years?  23. Art Collecting as Personal and Public Practice in a Digital Age  24. Gaining Deeper Insight into Audiences and Artists: The use of Auto-Ethnography in Arts Research  Part V: The Marketing of Specific Arts  25. The Books Business: Fifty Shades of Grief  26. Film Marketing  27. Fine Art Marketing and Consumption  28. Museum Marketing: Measuring Retail Performance  29. Pricing in Contemporary Museums: The Strategic Turn  30. The Special Challenges of Marketing the Arts Festival  31. The Fluidity of Value as a Social Phenomenon in the Visual Arts Market  32. The Art Fair as a Metaphor of the Art World  33. Distributing Visual Artworks: Challenges and Perspectives  34. Theatre, Audiences and the Arts Market  35. The Marketing of Orchestras and Symphony Concerts  36. Creating the Opera Habit: Marketing and the Experience of Opera