Author 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. Macro Arts Marketing Issues -- Artists And Their Managers -- Arts Organizational Management And Strategies -- Consumption Perspectives -- The Marketing Of Specific Arts. Part I. Macro Arts Marketing Issues. Postmodernism And Arts Marketing / Laurie A. Meamber; Cultural Economics And Arts Markets / Sam Cameron; Art, Politics, And Markets / Stevphen Shukaitis, Joanna Figiel; Arts Marketing And Ethics: What You Can And Kant Do / Terry O'sullivan -- Part Ii. Artists And Their Managers. The Artist As Marketer And Entrepreneur / Ian Fillis; Arts Managers' Career Insights And Their Marketing Implications / Uma Jogulu, Ruth Rentschler; The Art Of Marketing Arts Marketing To Artists / Suzette Major -- Part Iii. Arts Organizational Management And Strategies. Organizational Identity And Marketing In The Arts / Zannie Giraud Voss, Naomi Grabel; Mission Statement To Mission Fulfillment: The Role Marketing Plays / Marcus Morgan; Traditional Vs. Entrepreneurial Marketing Of Arts/culture / Theresa A. Kirchner, John B. Ford; Audience Valuation And Pricing The Performing Arts / Jennifer Wiggins Johnson; Interactions Between, And Effects Of, Government Support On Fundraising And Marketing Efforts Of Nonprofit Arts Organizations / Patricia Nold Hughes, William A. Luksetich; 'walk Through The Doors. Be Our Guest': How Important Are Partnerships To Enable Multicultural Groups To Attend Arts Events? / Fara Azmat, Ruth Rentschler, Yuka Fujimoto; Web Strategies For Engaging Audiences / Stephenie B. Preece, Jennifer Wiggins Johnson; Arts Marketing And Web 2.0-based Audience Development Initiatives / Anne-marie Hede; Using Social Media To Enhance The Customer Attendance Experience / Bonita Kolb; Leveraging Social Media To Engage And Retain: Arts/culture Organization Donors, Members, And Volunteers / B. Kathleen Gallagher, Jessica E. Sowa -- Part Iv. Consumption Perspectives. Consuming The Arts / Gretchen Larsen; Consumption Criteria In Arts Marketing / Morris B. Nolbrook; The Impact Of The Arts Experience On Audiences / Jennifer Radbourne; Consumer Motivation And The Arts: Conceptualizing A Motivation-benefit Model For Understanding Tourists As Audiences / Pandora Kay; Membership And Subscription In The Performing Arts: What Have We Learnt During The Last 35 Years? / Alix Slater; Art Collecting As Personal And Public Practice In A Digital Age / Russell Belk; Gaining Deeper Insight Into Audiences And Artists: The Use Of Autoethnography In Arts Research / Marta Massi, Paul Harrison -- Part V. The Marketing Of Specific Arts. The Books Business: Fifty Shades Of Grief / Stephen Brown; Film Marketing / Finola Kerrigan, Andrew Hart, Sumanta Barua; Fine Art Marketing And Consumption / Kate Macneill, Meaghan Wilson-anastasios; Museum Marketing: Measuring Retail Performance / Sandra Mottner; Pricing In Contemporary Museums: The Strategic Turn / Anne Gombault; The Special Challenges Of Marketing The Arts Festival / Lina Wilks; The Fluidity Of Value As A Social Phenomenon In The Visual Arts Market / Chloe Preece; The Art Fair As A Metaphor Of The Art World / Catherine Morel; Distributing Visual Artworks: Challenges And Perspectives / Rita Kottász, Roger Bennett; Understanding Audiences And Marketing Theater / Ben Walmsley; The Marketing Of Orchestras And Symphony Concerts / David Patmore; Creating The Opera Habit: Marketing And The Experience Of Opera / Peter Fraser, Iain Fraser. Edited By Daragh O'reilly, Ruth Rentschler And Theresa A. Kirchner. Includes Bibliographical References And Index.