Marketing the Arts

With contributions from international scholars of marketing and consumer studies, this renowned text engages directly with a range of contemporary themes, including:

• The importance of arts consumption and its socio-cultural, political, and economic dimensions
• The impact of new technologies, platforms, and alternative artforms on the art market
• The importance of the aesthetic experience itself and how to research it
• The value of arts-based methods
• The art versus commerce debate
• The artist as entrepreneur
• The role of the arts marketer as market-maker

This fully updated new edition covers digital trends in the arts and emerging technologies, including virtual reality, streaming services, and branded entertainment. It also broadens the scope of investigation beyond the West looking to film in emerging markets such as China, music in Sub-Saharan Africa, and indigenous art in Australia. Alongside in-depth theoretical analysis, this edition of Marketing the Arts takes inspiration from the creativity inherent in current artistic practice to demonstrate a plurality of approaches and methodologies. Marketing the Arts: Breaking Boundaries is core reading for advanced undergraduate and postgraduate students studying arts marketing and management. Online resources include chapter-by-chapter PowerPoint slides and questions for class discussion.

Finola Kerrigan is a Professor of Marketing at Birmingham Business School, University of Birmingham, UK.

Chloe Preece is an Associate Professor at ESCP Business School (London), UK.