Arts MarketingRoutledge, 30 мар. 2007 г. - Всего страниц: 240 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. |
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Finola Kerrigan, Peter Fraser, Mustafa Ozbilgin. This page intentionally left blank Finola Kerrigan Peter Fraser Mustafa Özbilgin AMSTERDAM BOSTON HEIDELBERG LONDON.
Finola Kerrigan, Peter Fraser, Mustafa Ozbilgin. This page intentionally left blank Finola Kerrigan Peter Fraser Mustafa Özbilgin AMSTERDAM BOSTON HEIDELBERG LONDON.
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... Mustafa Özbilgin AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Elsevier Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 200. Arts Marketing Arts Marketing.
... Mustafa Özbilgin AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Elsevier Butterworth-Heinemann Linacre House, Jordan Hill, Oxford OX2 8DP 200. Arts Marketing Arts Marketing.
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... London, England W1T 4LP. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publisher Permissions may be sought directly from Elsevier's Science & Technology ...
... London, England W1T 4LP. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publisher Permissions may be sought directly from Elsevier's Science & Technology ...
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... London Business School. His early career was spent in London, working as a quantity surveyor on building sites during the day and attending performing arts events at night. Now he combines work with pleasure by researching theatre ...
... London Business School. His early career was spent in London, working as a quantity surveyor on building sites during the day and attending performing arts events at night. Now he combines work with pleasure by researching theatre ...
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... London. She is currently completing a PhD in marketing in the European film industry at the University of Hertfordshire Business School where she is a member of the Film Industry Research Group. She is also a visiting lecturer on the MA ...
... London. She is currently completing a PhD in marketing in the European film industry at the University of Hertfordshire Business School where she is a member of the Film Industry Research Group. She is also a visiting lecturer on the MA ...
Содержание
1 | |
6 | |
3 Marketing in the film industry | 26 |
4 The marketing of theatre | 42 |
5 The marketing of opera | 68 |
6 Marketing and jazz | 98 |
7 The theory and practice of visual arts marketing | 119 |
understanding different types of audiences | 139 |
a multisectoral interdisciplinary and international perspective | 159 |
10 Key issues in arts marketing | 187 |
References | 198 |
Index | 219 |
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activity amateur approach artistic Arts Council Arts Management arts marketing theory arts organisations artwork attendance attract audience Australia Council avant garde behaviour box office brand identity chapter commercial consumption create creative cultural economic Elif Shafak European example experience fans film industry focus focused funders funding genre global groups hedonic Iain Fraser identify impact important increasing individual involved issues jazz JazzAce Joan Littlewood Journal London market research marketing mix Model Army museum marketing music brand musicians non-profit offer opera companies participants performing arts perspective political popular music professional programmes promotion range relationship Rentschler role Royal Opera House schools Scottish Opera sector social society stakeholders strategies studies subsidy success target theatre Theatre Royal tickets tion touring understanding University of Hertfordshire venue visitors visual arts marketing Whitehall Theatre women