Museum Marketization: Cultural Institutions in the Neoliberal Era, 1st Edition (Paperback) book cover

Museum Marketization

Cultural Institutions in the Neoliberal Era, 1st Edition

Edited by Karin M Ekström

Routledge

256 pages | 15 B/W Illus.

Purchasing Options:$ = USD
Paperback: 9781138393868
pub: 2019-12-20
SAVE ~$8.99
Available for pre-order. Item will ship after 20th December 2019
$44.95
$35.96
x
Hardback: 9781138393851
pub: 2019-12-20
SAVE ~$31.00
Available for pre-order. Item will ship after 20th December 2019
$155.00
$124.00
x


FREE Standard Shipping!

Description

This wide-ranging book explores the impact of marketisation on the creative industries. With critical perspectives from a variety of disciplines and global experts, numerous examples from international cultural institutions are employed to illuminate the topic.

Culture and business have become increasingly intertwined and cultural institutions need to be aware of their place in the market. Commercial awareness which was previously disparaged is now seen as a legitimate and necessary response to increased competition, enhancing experience, increasing accessibility, broadening inclusivity and sustainable futures with diminishing funding. The contributions to this book highlight that marketing, public relations, sponsorship and fund raising have become integral to the survival of many museums and galleries, festivals and events.

Of interest to students and scholars across topics such as arts marketing, arts administration, heritage marketing, and museum studies, the book is also insightful for reflective practitioners in the creative sector.

 

Reviews

This cogent collection of papers is an important critique of the creeping commodification and privatization of public life and the erosion of the commons. The wide-ranging and multi-disciplinary essays present fascinating case studies that converge on common issues. Together they show how public engagement and the educational mission can morph into a search for popularity in a competitive entertainment industry.

Richard Wilk,Distinguished Professor and Provost's Professor Emeritus, Indiana University and Director of the Open Anthropology Institute

We have all watched in horror when New Public Management „marketized" our public sectors. Art and culture seemed to be protected from this invasion - but not anymore! The contributors to „Museum Marketization" mercilessly expose the ongoing intrusion, still making room for some hopes about the future.

Barbara Czarniawska, Professor of Management and Organization Studies, University of Gothenburg

This collected volume of research illuminates a radical transformation in the relationship between marketing and public institutions. Whereas marketing had once been a tool that public institutions used to better promote their services and to better serve their clientele, in the age of neoliberal reforms, the logic of market competition increasingly defines whether or not public institutions actually offer value to customers. Nowhere has the marketization of public institutions been more disruptive to long standing cultural values and ideals than in the museum sector, where artistic expression has been reconstituted as a marketized, entrepreneurial endeavor. The chapters in this volume systematically analyze specific ways in which marketization has altered cultural understandings of art, the practices of museum curation, and, last but not, least amplified the importance of branding and sponsorship in the institutional practices of museums. This volume is a must read for anyone interested in the interrelationships of art and commerce and the ways in which neoliberal policies have transformed society’s important cultural pillars.

Craig J. Thompson, Churchill Professor of Marketing, University of Wisconsin-Madison

This timely edited collection charts the effects of extending a neo-liberal market ideology into the cultural sphere and in so doing explores the inevitable tension between the traditional principles underlying the presentation of the arts and the demands of a market economy, with its emphasis on efficiency and accountability. It is a volume that will be of interest to academics and students in a variety of disciplines, as well as all those tasked with running today’s increasingly `marketized’ art galleries and museums.

Colin Campbell,Professor Emeritus in Sociology, University of York, UK.

Table of Contents

MUSEUM MARKETIZATION

Cultural Institutions in the Neoliberal era

Introduction

Karin M. Ekström

Part 1: Marketization of cultural institutions – tensions between arts and business

1. REFLECTIONS ON THE MARKETIZATION OF ART IN CONTEMPORARY NEOLIBERAL CAPITALISM

Kirsi Eräranta, Johanna Moisander and Visa Penttilä

2. HIGH END CONTEMPORARY ART

Art for Art’s Sake or Art for Mart’s Sake?

Russell Belk

3. THE MARKETIZATION OF REGIONAL FILM PRODUCTION

A Strategy for Economic Growth

Roger Blomgren

4. BETWEEN MARKET AND CULTURE

The case of the Gothenburg Book Fair

Elena Raviola, Jaan Grünberg, Josef Pallas and Claes Thorén

 

Part 2: Market orientation of museums – redefining the museum’s role

5. THE MARKETING ORIENTATION IN LONDON MUSEUMS

Victoria D. Alexander

6. ART, FINANCE, POLITICS, AND THE ART MUSEUM AS PUBLIC INSTITUTION

Derrick Chong

7. HIP HERITAGE AND HERITAGE PASTS

Tensions When Re-Fashioning Institutional Culture

Lizette Gradén and Tom O´Dell.

8. MARKET ORIENTATION AS THE EPICENTRE OF ART MUSEUMS

Museum shops, Fashion exhibitions and Private collections

Karin M. Ekström

 

Part 3: Cultural institutions and marketing tools – branding and sponsorship

9. SPARKLING MUSEUMS

The Marketisation of Art Institutions in the Heritage City

Fabrizio Panozzo

10. COUNTRY BRANDING THROUGH THE ARTS

The Role of Museums in Positioning a Nation on the Global Market

Victoria Rodner, Chloe Preece and Yu-Chien Chang

11. INTEGRATED PARTNERSHIPS IN CULTURAL SPONSORSHIP

The cases of Guggenheim – UBS and MFA Boston – Fleet

Ragnar Lund and Stephen A. Greyser

12. SPONSORING CULTURE

Cultural Institutions and Entrepreneurial Processes of Legitimizing Novelty

Oskar Broberg and Marcus Gianneschi

 

About the Editor

Karin M. Ekström is professor in marketing at University of Borås, Sweden. Her research interests are the meaning(s) of consumption, sustainable consumption, consumers’ relations with artefacts, collecting, consumer socialization and family consumption. Current research projects involve: market orientation of art museums, the role of art museums for evaluation of contemporary art, the shop as a meeting place – a central competitive advantage in a digitalized world.

About the Series

Mastering Management in the Creative and Cultural Industries

Creative and cultural industries account for a significant share of the global economy. Gaining and maintaining employment and work in this sector is a challenge and chances of success are enhanced by ongoing professional development.

This series provides a range of relatively short, student-centred books which blend business management expertise with cultural sector practice. Books in the series provide either an arts applied introduction to a particular business discipline, or a business management lens through which to understand a key segment of the arts world. In sum, the series provides essential reading for those studying to enter the creative industries as well as those seeking to enhance their career via executive education.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
ART043000
ART / Business Aspects
BUS000000
BUSINESS & ECONOMICS / General
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS074040
BUSINESS & ECONOMICS / Nonprofit Organizations & Charities / Marketing & Communications
BUS081000
BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism
BUS100000
BUSINESS & ECONOMICS / Museum Administration & Museology