Marketing the Arts: A Fresh Approach

In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring a transformation in the way the arts are marketed. Marketing the Arts argues that arts marketing is not about the simple application of mainstream managerial marketing to the arts. With contributions from international scholars of marketing and consumer studies, this book engages directly with a range of contemporary themes, including: The importance of arts consumption and its social dimensions The importance of the aesthetic experience itself, and how to research it Arts policy development The art versus commerce debate The role of the arts marketer as market-maker The artist as brand or entrepreneur This exciting new book covers topics as diverse as Damien Hirst’s ‘For the Love of God’, Liverpool’s brand makeover, Manga scanlation, Gob Squad, Surrealism, Bluegrass music, Miles Davis and Andy Warhol, and is sure to enthuse students and enlighten practitioners.Additional ISBNs9780203855072|9786612589638|9781282589636|9781136995026|9781136994975|9781136995019, 0203855078|6612589639|1282589636|1136995021|1136994971|1136995013, 9780415496858|9780415496865, 0415496853|0415496861Marketing the Arts: A Fresh Approach 1st Edition and published by Routledge. ISBNs for Marketing the Arts are 9781136995019, 1136995013 and the print ISBNs are 9780415496858, 0415496853. Additional ISBNs include 0203855078, 6612589639, 1282589636, 1136995021, 1136994971, 1136995013, 0415496853, 0415496861, 9780203855072, 9786612589638, 9781282589636, 9781136995026, 9781136994975, 9781136995019, 9780415496858, 9780415496865.