Marketing the Arts: A Fresh Approach

O'Reilly, Daragh

ISBN 10: 0415496861 / ISBN 13: 9780415496865

Published by Routledge, 2010

Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G0415496861I3N00

Synopsis:

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.

About the Author:

Daragh O’Reilly is a Lecturer in Marketing at the University of Sheffield, UK. His current research interests include arts marketing and branding.

Finola Kerrigan is a Lecturer in Marketing at King’s College London, UK. She researches arts marketing and has published a number of books and articles in international journals.

Bibliographic Details

Title: Marketing the Arts: A Fresh Approach
Publisher: Routledge
Publication Date: 2010
Binding: Paperback
Condition: Good
Dust Jacket Condition: No Jacket