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Marketing the Arts

Finola Kerrigan · ISBN 9780415496858
Marketing the Arts | Zookal Textbooks | Zookal Textbooks
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Publisher Taylor and Francis
Author(s) Finola Kerrigan
Subtitle A Fresh Approach
Published 21st April 2010
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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.

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