Marketing the Arts: A Fresh Approach

1st Edition

Daragh O'Reilly, Finola Kerrigan

Routledge
Published April 21, 2010
Textbook - 308 Pages - 25 B/W Illustrations
ISBN 9780415496865 - CAT# Y101388

For Instructors Request Inspection Copy

USD$64.95

Add to Wish List
FREE Standard Shipping!

Summary

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.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title