Marketing the Arts

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 dimensionsThe importance of the aesthetic experience itself, and how to research itArts policy developmentThe art versus commerce debateThe role of the arts marketer as market-makerThe artist as brand or entrepreneur