Marketing the Arts

Author: Finola Kerrigan
Publisher: Routledge
ISBN: 1136995013
Category : Art
Languages : en
Pages : 400

Book Description
In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring a transformation in the way the arts are marketed. Marketing the Arts argues that arts marketing is not about the simple application of mainstream managerial marketing to the arts. With contributions from international scholars of marketing and consumer studies, this book engages directly with a range of contemporary themes, including: The importance of arts consumption and its social dimensions The importance of the aesthetic experience itself, and how to research it Arts policy development The art versus commerce debate The role of the arts marketer as market-maker The artist as brand or entrepreneur This exciting new book covers topics as diverse as Damien Hirst’s 'For the Love of God', Liverpool’s brand makeover, Manga scanlation, Gob Squad, Surrealism, Bluegrass music, Miles Davis and Andy Warhol, and is sure to enthuse students and enlighten practitioners.

Arts Marketing

Author: Finola Kerrigan
Publisher: Routledge
ISBN: 1136428259
Category : Business & Economics
Languages : en
Pages : 234

Book Description
Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text demonstrates the most effective means of marketing in specific areas of the arts, with each chapter having been written by a specialist in the field. Although primarily focusing on the UK market, the subject has global relevance and appeal, and policy is evaluated on national, European and supranational levels. Specialist topics dealt with range from the marketing of the theatre, opera, and museums, through to the film industry and popular music.

Marketing the Arts

Author: Anthony Rhine
Publisher: Rowman & Littlefield
ISBN: 1538128969
Category : Performing Arts
Languages : en
Pages : 275

Book Description
With limited budgets and resources, arts ventures are struggling to employ modern marketing methods to promote their events. Marketing the Arts introduces students, young professionals, and even seasoned veterans to new and refined marketing approaches—by drawing on marketing theory as it is used by huge multi-nationals, exploring such theories in the context of creative ventures generally, and the fine and performing arts specifically. The book is designed for classroom use, but also appeals to practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. The book addresses: market research marketing strategy value creation branding customer acquisition market distribution pricing strategy sustaining customers and value Features include: Discussion questions and classroom activities Case studies of real life situations Commentary by current professional practitioners Companion website

Arts Marketing Insights

Author: Joanne Scheff Bernstein
Publisher: John Wiley & Sons
ISBN: 111804682X
Category : Business & Economics
Languages : en
Pages : 325

Book Description
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

Creative Arts Marketing

Author: Elizabeth Hill
Publisher: Routledge
ISBN: 1136413332
Category : Business & Economics
Languages : en
Pages : 382

Book Description
As a comprehensive overview of all aspects of marketing in the sector, Creative Arts Marketing remains unrivalled, and in addition this edition gives new coverage of- * Current knowledge and best practice about marketing and advertising through new media * The impact of Relationship Marketing techniques * A wholly revised and enhanced set of cases * Entirely revised and updated data on the arts 'industry' Creative Arts Marketing reflects the diversity of the arts world in its wide ranging analysis of how different marketing techniques have worked for a diverse range of arts organizations. As such it is an invaluable text for both students and arts managers

Marketing the Arts

Author: Michael P. Mokwa
Publisher: Greenwood
ISBN:
Category : Art
Languages : en
Pages : 318

Book Description

Arts Marketing

Author: Keith Diggle
Publisher:
ISBN: 9780946890583
Category : Arts
Languages : en
Pages : 293

Book Description
Providing a comprehensive guide to effective arts marketing this book examines the main factors behind audience building with detailed information on product publicity, advertising, public relations, sales, seat pricing, subscription promotion and financial planning.

Standing Room Only

Author: Philip Kotler
Publisher: Harvard Business Press
ISBN: 9780875847375
Category : Business & Economics
Languages : en
Pages : 560

Book Description
Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

The Routledge Companion to Arts Marketing

Author: Daragh O'Reilly
Publisher: Routledge
ISBN: 1135012210
Category : Art
Languages : en
Pages : 444

Book Description
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.

Standing Room Only

Author: J. Bernstein
Publisher: Springer
ISBN: 1137375698
Category : Business & Economics
Languages : en
Pages : 408

Book Description
Standing Room Only combines practical advice for creating a strategic marketing program and maintaining a successful performing arts organization. This revised edition lays out a framework to navigate the digital age, from online ticketing options, to marketing options in social, and mobile media.