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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Стр. vii
... Arts and Heritage Special Interest Group. Since investigating the link between marketing and art is also his hobby as well as one of his research interests, he spends much of his spare time visiting art galleries around the world. Iain ...
... Arts and Heritage Special Interest Group. Since investigating the link between marketing and art is also his hobby as well as one of his research interests, he spends much of his spare time visiting art galleries around the world. Iain ...
Стр. ix
... arts management. He is currently the co-chair of the Diversity Action Research Group, funded by the Chartered Institute of Personnel and Development ... art museums in her work and private life. Ruth has held various Biographical notes ix.
... arts management. He is currently the co-chair of the Diversity Action Research Group, funded by the Chartered Institute of Personnel and Development ... art museums in her work and private life. Ruth has held various Biographical notes ix.
Стр. 1
... artists, funders, shareholders, policy makers and the general public. Although this volume is not exhaustive, we have tried to include a range of art forms in order to present a broad picture of the development of marketing within the arts ...
... artists, funders, shareholders, policy makers and the general public. Although this volume is not exhaustive, we have tried to include a range of art forms in order to present a broad picture of the development of marketing within the arts ...
Стр. 2
... art forms included in this book in that the most films which we see in the cinema do not receive public funding ... arts in the western world, opera is described from the perspective of a consumer and now as a researcher in the field ...
... art forms included in this book in that the most films which we see in the cinema do not receive public funding ... arts in the western world, opera is described from the perspective of a consumer and now as a researcher in the field ...
Стр. 3
... art for art's sake versus art for business' sake when constructing visual arts marketing theory. Unlike the majority of other industry sectors, non-pecuniary factors often outweigh any financial benefits as the artist seeks to develop ...
... art for art's sake versus art for business' sake when constructing visual arts marketing theory. Unlike the majority of other industry sectors, non-pecuniary factors often outweigh any financial benefits as the artist seeks to develop ...
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 art for art’s art’s sake artistic Arts Council arts marketing theory arts organisations artwork attendance attract audience Australia Council avant garde behaviour Birmingham Opera Company box office brand identity chapter commercial concerned consumer consumption create creative cultural economic Elif Shafak European example experience fans film industry focus focused funders funding genre global glocalization groups hedonic Iain Fraser identify impact important income increasing individual involved issues jazz JazzAce 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 role schools Scottish Opera sector social society strategies studies subsidy success target theatre Theatre Royal tickets tion touring understanding University of Hertfordshire venue visitors visual arts marketing Whitehall Theatre women