ABSTRACT

The relationship between the arts and marketing has been growing ever more complex, as the proliferation of new technologies and social media has opened up new forms of communication. This book covers the broad and involved relationship between the arts and marketing. It frames "arts marketing" in the context of wider, related issues, such as the creative and cultural industries, cultural policy and arts funding, developments in the different art forms and the impact of environmental forces on arts business models and markets.

The Routledge Companion to Arts Marketing provides a comprehensive, up-to-date reference guide that incorporates current analyses of arts marketing topics by leaders of academic research in the field. As such, it will be a key resource for the next generation of arts marketing scholars and teachers and will constitute the single most authoritative guide on the subject internationally.

TABLE OF CONTENTS

Preface Part I: Macro Arts Marketing Issues 1. Postmodernism and Arts Marketing 2. Cultural Economics and Arts Markets 3. Politics, Arts and Markets 4. Arts Marketing and Ethics Part II: Artists and their Managers 5. The Artist as Marketer and Entrepreneur 6. Arts Managers' Career Insights and their Marketing Implications 7. The Art of Marketing Arts Marketing to Artists Part III: Arts Organizational Management and Strategies 8. Organizational Identity and Marketing in the Arts 9. Mission Statement to Mission Fulfilment: The Role Marketing Plays 10. Traditional vs. Entrepreneurial Marketing of Arts/Culture 11. Audience Valuation and Pricing the Performing Arts 12. Interactions between, and Effects of, Government Support on Fundraising and Marketing Efforts of Nonprofit Arts Organizations 13. 'Walk through the Doors. Be our Guest.': How Important are Partnerships to Enable Multicultural Groups to Attend Arts Events? 14. Web Strategies for Engaging Audiences 15. Arts Marketing and Web 2.0 Based Audience Development Initiatives 16. Using Social Media to Enhance the Customer Attendance Experience 17. Leveraging Social Media to Engage and Retain Arts/Culture Organization Donors, Members and Volunteers Part IV: Consumption Perspectives 18. Consuming the Arts 19. Consumption Criteria in Arts Marketing 20. Lessons from Arts Experiences of Individuals 21. Consumer Motiviation and the Arts: Conceptualizing a Motivation-Benefit Model for Understanding Tourists as Audiences 22. Membership and Subscription in the Performing Arts: What have we Learnt During the last 35 Years? 23. Art Collecting as Personal and Public Practice in a Digital Age 24. Gaining Deeper Insight into Audiences and Artists: The use of Auto-Ethnography in Arts Research Part V: The Marketing of Specific Arts 25. The Books Business: Fifty Shades of Grief 26. Film Marketing 27. Fine Art Marketing and Consumption 28. Museum Marketing: Measuring Retail Performance 29. Pricing in Contemporary Museums: The Strategic Turn 30. The Special Challenges of Marketing the Arts Festival 31. The Fluidity of Value as a Social Phenomenon in the Visual Arts Market 32. The Art Fair as a Metaphor of the Art World 33. Distributing Visual Artworks: Challenges and Perspectives 34. Theatre, Audiences and the Arts Market 35. The Marketing of Orchestras and Symphony Concerts 36. Creating the Opera Habit: Marketing and the Experience of Opera