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. 1
A music brand web is offered as a model for analysing musical brand identity. Following on from this, the question of the marketing mix is explored and an adapted mix developed for popular music acts. Finally, five directions for future ...
A music brand web is offered as a model for analysing musical brand identity. Following on from this, the question of the marketing mix is explored and an adapted mix developed for popular music acts. Finally, five directions for future ...
Стр. 3
Chapter 6 offers a narrative account of the experience of being involved in the setting up, and running, of a jazz development agency funded by the Lottery and various local public bodies. The author of this section, Dorothea Noble, ...
Chapter 6 offers a narrative account of the experience of being involved in the setting up, and running, of a jazz development agency funded by the Lottery and various local public bodies. The author of this section, Dorothea Noble, ...
Стр. 8
Caldwell offers a general living systems theory (GLST) perspective to cover the theoretical gap in explaining and ... and Shankar (2000) offer more personal accounts of individual music consumption experiences, including collecting.
Caldwell offers a general living systems theory (GLST) perspective to cover the theoretical gap in explaining and ... and Shankar (2000) offer more personal accounts of individual music consumption experiences, including collecting.
Стр. 10
Fan–brand relationships are potentially intense, high-involvement ones, offering the opportunity for meaningful, experiential and ... 1992; Hills, 2002) offer further insight into fan thinking in relation to the popular music product.
Fan–brand relationships are potentially intense, high-involvement ones, offering the opportunity for meaningful, experiential and ... 1992; Hills, 2002) offer further insight into fan thinking in relation to the popular music product.
Стр. 14
Firstly, there are considerable opportunities offered by the mass media and technology. For example, The Pop Idol TV programme is an example of an attempt to create a pop act live on TV with audience involvement, in fact giving the ...
Firstly, there are considerable opportunities offered by the mass media and technology. For example, The Pop Idol TV programme is an example of an attempt to create a pop act live on TV with audience involvement, in fact giving the ...
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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 |