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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... School, in the University of Abertay, Scotland. He holds an honours degree in Building Technology from the University of Manchester Institute of Science and Technology and an MSc in ... schools currently fail to Biographical notes.
... School, in the University of Abertay, Scotland. He holds an honours degree in Building Technology from the University of Manchester Institute of Science and Technology and an MSc in ... schools currently fail to Biographical notes.
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Finola Kerrigan, Peter Fraser, Mustafa Ozbilgin. highlighted some ways in which business schools currently fail to ... School. Currently Secretary of the Academy of Marketing, he is also an active mem- ber of the Academy's Special ...
Finola Kerrigan, Peter Fraser, Mustafa Ozbilgin. highlighted some ways in which business schools currently fail to ... School. Currently Secretary of the Academy of Marketing, he is also an active mem- ber of the Academy's Special ...
Стр. ix
... School. Originally a modern languages graduate of Trinity College, Dublin, he spent much of his early career in inward investment promotion in Ireland, followed by a number of years working in West Africa on handcraft development and ...
... School. Originally a modern languages graduate of Trinity College, Dublin, he spent much of his early career in inward investment promotion in Ireland, followed by a number of years working in West Africa on handcraft development and ...
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... schools of thought, movements and development of theory. Chapter 8 considers the museum sector and examines the competing pres- sures faced by museums. For the last two decades there have been a number of changes in government policy ...
... schools of thought, movements and development of theory. Chapter 8 considers the museum sector and examines the competing pres- sures faced by museums. For the last two decades there have been a number of changes in government policy ...
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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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activity amateur approach artistic Arts Council Arts Management arts marketing theory arts organisations artwork attendance attract audience Australia Council avant garde behaviour box office brand identity chapter commercial consumption create creative cultural economic Elif Shafak European example experience fans film industry focus focused funders funding genre global groups hedonic Iain Fraser identify impact important increasing individual involved issues jazz JazzAce Joan Littlewood Journal London market research 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 Rentschler role Royal Opera House schools Scottish Opera sector social society stakeholders strategies studies subsidy success target theatre Theatre Royal tickets tion touring understanding University of Hertfordshire venue visitors visual arts marketing Whitehall Theatre women