ABSTRACT
This chapter examines the nature of the arts, and considers some of the tensions that arise within the arts environment and in the relationship of the arts to a broader social and economic context. It focuses on arts marketing, as part of a wider arts management function, flagging up some key issues facing arts marketers. The chapter addresses definitions of the arts and of arts marketing, cultural policy and 'value' in the arts, future perspectives on arts marketing–theory and practice, the arts marketing environment, key issues and problems in arts marketing and arts marketing and ethics. Community arts work is structured and is targeted at particular sections of the community, or may be funded to have a particular geographical focus. The mixed-economy model gives rise to some dynamic tensions which can act as a constraint or as an opportunity for the marketing teams of arts organizations.
