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.

chapter Chapter 1|5 pages


ByFinola Kerrigan, Peter Fraser, Mustafa Özbilgin

chapter Chapter 2|20 pages

The marketing of popular music

ByDaragh O’Reilly

chapter Chapter 3|16 pages

Marketing in the film industry

ByFinola Kerrigan

chapter Chapter 4|26 pages

The marketing of theatre

ByIain Fraser

chapter Chapter 5|30 pages

The marketing of opera

ByPeter Fraser

chapter Chapter 6|21 pages

Marketing and jazz

ByDorothea Noble

chapter Chapter 7|20 pages

The theory and practice of visual arts marketing

ByIan Fillis

chapter Chapter 8|20 pages

Museum marketing: understanding different types of audiences

ByRuth Rentschler

chapter Chapter 9|28 pages

Societal arts marketing:a multi-sectoral, inter-disciplinary and international perspective

ByNil Şişmanyazıcı Navaie

chapter Chapter 10|11 pages

Key issues in arts marketing

ByPeter Fraser, Finola Kerrigan, Mustafa Özbilgin