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
is intended to help the reader make the journey from marketing/consumer behaviour into popular music with the best guides available. Chapter 3 considers the development of marketing within the film industry by setting film marketing ...
is intended to help the reader make the journey from marketing/consumer behaviour into popular music with the best guides available. Chapter 3 considers the development of marketing within the film industry by setting film marketing ...
Стр. 7
Despite marketing's confident onward march into an ever widening number of commercial and public sectors of economic activity, neither marketing-managerial nor consumer behaviour research has engaged specifically with popular music in ...
Despite marketing's confident onward march into an ever widening number of commercial and public sectors of economic activity, neither marketing-managerial nor consumer behaviour research has engaged specifically with popular music in ...
Стр. 8
There has been very little research within marketing and consumer behaviour into rock music consumption specifically. Lacher and Mizerski (1994) found that the need to re-experience the music was the key factor in the decision to ...
There has been very little research within marketing and consumer behaviour into rock music consumption specifically. Lacher and Mizerski (1994) found that the need to re-experience the music was the key factor in the decision to ...
Стр. 11
On the other side, as we have seen above, marketing and consumer behaviour studies have not engaged in depth with popular music. There does not appear to be any systematic engagement with the strategic marketing or consumer behaviour ...
On the other side, as we have seen above, marketing and consumer behaviour studies have not engaged in depth with popular music. There does not appear to be any systematic engagement with the strategic marketing or consumer behaviour ...
Стр. 18
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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 |