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Synopsis
Creative Arts Marketing third edition is a long-awaited update of a classic and influential text. A ground-breaking book when first published, it covers the core concepts of marketing and management as they apply to the arts and heritage industries with a depth that is still unrivalled.
With an emphasis on global case studies, practical examples and discussion questions and an author team that draws from rich and varied experiences in the arts management sector, the book serves as a text for students as much as it is a practitioner's guide to industry best practice.
Extensively revised to reflect the dramatic changes to this industry, this edition integrates organizational and management subject matter, reflecting the marketing function’s deeper involvement in broad organizational issues.
This fully updated and revised third edition features:
- Audience diversity and audience development
- The impact of digital technologies on the industry
- An exploration of the increasingly complex relationship between public and private funding for the arts
- Ethics and sustainability issues for arts marketers
- Cultural policy changes in the industry
Including a brand new companion website, complete with materials for tutors and students for the first time, the return of this important text will be welcomed by students, tutors and professionals in the arts.
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From the Publisher
Creative Arts Marketing looks at the bigger picture. The political, sociological and economic factors that affect people working in the arts are examined, enabling readers to consider the function of marketing from a more strategic standpoint. Thus Creative Arts Marketing integrates the principles of marketing theory with the realities of working in an arts organization. There are numerous examples and case studies showing how different marketing techniques have worked for a diverse range of arts organizations. As such it will be invaluable both to students on arts management courses as well as arts managers, marketers and administrators looking for practical guidance on how to market their organizations most effectively.
About the Author
Liz Hill is Director of ArtsProfessional magazine, UK.
Catherine O'Sullivan is Senior Lecturer in Leadership and Management at Coventry University, UK.
Terry O'Sullivan is Senior Lecturer in Management at Open University Business School, UK.
Brian Whitehead is Publisher of ArtsProfessional magazine, UK.
"About this title" may belong to another edition of this title.
- PublisherRoutledge
- Publication date2017
- ISBN 10 1138213764
- ISBN 13 9781138213760
- BindingPaperback
- Edition number3
- Number of pages322
- EditorO'Sullivan Catherine, O'Sullivan Terry, Whitehead Brian
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