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. ix
... consumption of cultural offerings, cultural brand identity, product placement, and advertising. He is currently writing up a doctoral project at Sheffield Hallam School of Cultural Studies on the production and consumption of popular ...
... consumption of cultural offerings, cultural brand identity, product placement, and advertising. He is currently writing up a doctoral project at Sheffield Hallam School of Cultural Studies on the production and consumption of popular ...
Стр. 2
... consumer and now as a researcher in the field. Threads from marketing theory and practice include the nature of the product or service itself and its evolution; barriers to consumption and appreciation; audience 2 Arts Marketing.
... consumer and now as a researcher in the field. Threads from marketing theory and practice include the nature of the product or service itself and its evolution; barriers to consumption and appreciation; audience 2 Arts Marketing.
Стр. 3
... consumption and appreciation; audience development; education and outreach; location and accessibility; government subsidy and political processes; the role of the marketing department, and word of mouth. The centrality of social or ...
... consumption and appreciation; audience development; education and outreach; location and accessibility; government subsidy and political processes; the role of the marketing department, and word of mouth. The centrality of social or ...
Стр. 7
... consumption of music as hedonic consumption, which is better explained by reference to fun, fantasy, emotive and experiential aspects of consumer behaviour rather than by the more traditional rational decision-making model. Hedonic ...
... consumption of music as hedonic consumption, which is better explained by reference to fun, fantasy, emotive and experiential aspects of consumer behaviour rather than by the more traditional rational decision-making model. Hedonic ...
Стр. 8
... consumption research should focus on performing arts, plastic arts, movies, rock concerts and fashion apparel. There has been very little research within marketing and consumer behaviour into rock music consumption specifically. Lacher ...
... consumption research should focus on performing arts, plastic arts, movies, rock concerts and fashion apparel. There has been very little research within marketing and consumer behaviour into rock music consumption specifically. Lacher ...
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