Arts MarketingArts 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. 2
The chapter also examines the development of market research in the film industry, showing how early research used film as a tool in order to research society, only later moving on to actually research audience tastes and use this ...
The chapter also examines the development of market research in the film industry, showing how early research used film as a tool in order to research society, only later moving on to actually research audience tastes and use this ...
Стр. 3
itself and its evolution; barriers to consumption and appreciation; audience development; education and outreach; location and accessibility; government subsidy and political processes; the role of the marketing department, ...
itself and its evolution; barriers to consumption and appreciation; audience development; education and outreach; location and accessibility; government subsidy and political processes; the role of the marketing department, ...
Стр. 4
... while also seeking to broaden their audience base by reaching out to marginal groups who are infrequent visitors. ... is an opportunity to explore the importance of understanding the relative values of different types of audiences.
... while also seeking to broaden their audience base by reaching out to marginal groups who are infrequent visitors. ... is an opportunity to explore the importance of understanding the relative values of different types of audiences.
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... (2001: 3) states that popular music studies as a discipline: Embraces the economic base and associated social relations within which the music is produced and consumed, textual analysis, auteur study and the nature of the audience.
... (2001: 3) states that popular music studies as a discipline: Embraces the economic base and associated social relations within which the music is produced and consumed, textual analysis, auteur study and the nature of the audience.
Стр. 10
Fans are characterised (Harris and Alexander, 1998: 4) as: specialised audiences with very intensified relationships to content – those who do not have to be pursued because they are already captive in their 'fanatic' devotion to a star ...
Fans are characterised (Harris and Alexander, 1998: 4) as: specialised audiences with very intensified relationships to content – those who do not have to be pursued because they are already captive in their 'fanatic' devotion to a star ...
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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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Часто встречающиеся слова и выражения
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
Библиографические данные
| Название | Arts Marketing |
| Авторы | Finola Kerrigan, Peter Fraser, Mustafa Ozbilgin |
| Издатель | Routledge, 2007 |
| ISBN | 1136428259, 9781136428258 |
| Количество страниц | Всего страниц: 240 |
| Экспорт цитаты | BiBTeX EndNote RefMan |