ABSTRACT
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.
TABLE OF CONTENTS
part |47 pages
Macro arts marketing issues
part |29 pages
Artists and their managers
part |101 pages
Arts organizational management and strategies
chapter |12 pages
Interactions Between, and Effects of, Government Support on Fundraising and Marketing Efforts of Nonprofit Arts Organizations
chapter |9 pages
‘Walk Through the Doors. Be Our Guest'
chapter |10 pages
Leveraging Social Media To Engage And Retain
part |89 pages
Consumption perspectives
chapter |19 pages
Consumer Motivation and the Arts
chapter |8 pages
Membership and Subscription in the Performing Arts
chapter |14 pages
Gaining Deeper Insight Into Audiences and Artists
part |131 pages
The Marketing of Specific Arts