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. ix
... 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 music.
... 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 music.
Стр. 1
The focus then moves to brand identity in the popular music business, the different kinds of brands to be found there, including performer brands, venue brands and content provider brands. A music brand web is offered as a model for ...
The focus then moves to brand identity in the popular music business, the different kinds of brands to be found there, including performer brands, venue brands and content provider brands. A music brand web is offered as a model for ...
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music that we see and/or hear on rotation on MTV or radio and the music played at live concert or club venues. ... This is surprising when one considers the size of the popular music business, its strong brand identities, the amounts of ...
music that we see and/or hear on rotation on MTV or radio and the music played at live concert or club venues. ... This is surprising when one considers the size of the popular music business, its strong brand identities, the amounts of ...
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His research explores the relationship between corporate cultures and music genres, focusing in particular on ... On the consumption side, popular music fandom has a lot in common with football fandom, and sports brands in general.
His research explores the relationship between corporate cultures and music genres, focusing in particular on ... On the consumption side, popular music fandom has a lot in common with football fandom, and sports brands in general.
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Given the huge issue of, for example, commerciality versus creativity within the music business and amongst music fans, ... issues such as race and gender, on the whole, marketing's gaze was turned to brand and corporate identity.
Given the huge issue of, for example, commerciality versus creativity within the music business and amongst music fans, ... issues such as race and gender, on the whole, marketing's gaze was turned to brand and corporate identity.
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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 |