2nd Edition
The Routledge Companion to Arts Marketing
Part I. Arts consumption and how arts marketers utilise appropriate strategies to engage with consumers
1. Art collecting in a digital age
Russell Belk
2. Arts consumption
Gretchen Larsen and James Obiegbu
3. Opera marketing today: key challenges for development and widening access
Peter Fraser and Iain Fraser
4. Fine art marketing and consumption
Kate MacNeill and Meaghan Wilson-Anastasios
5. Consumption criteria in arts marketing
Morris B. Holbrook
Part II . Audiences and their engagement with arts and cultural events and activities
6. Audience development: lessons for arts marketing about including disabled people
Ruth Rentschler and Ayse Collins
7. Understanding audiences and marketing theatre
Ben Walmsley
8. Membership and subscription in the performing arts: what have we learnt during the last 45 years?
Alix Slater, Tammi Murphy and Kerrie Fuller
9. The impact of the arts experience on audiences
Jennifer Radbourne
10. Gaining deeper insight into audiences and artists: the use of autoethnography in arts research
Marta Massi and Paul Harrison
Part III. The role of entrepreneurship and its impact on arts marketing practice
11. Cultural entrepreneurship and collecting: a joint perspective
Ian Fillis and Kim Lehman
12. The artist as marketer and entrepreneur
Ian Fillis
13. Traditional vs. entrepreneurial marketing of arts/cultural organisations
Theresa A. Kirchner and John B. Ford
Part IV. Issues relating to effective arts marketing practice
14. The art of marketing arts marketing to artists
Suzette Major
15. Mission statement to mission fulfilment: the role marketing plays in a post-COVID world
Marcus Morgan
16. Organizational identity and marketing in the arts
Zannie Giraud Voss and Naomi Grabel
17. Arts marketing and ethics: what you can and Kant do
Terry O’Sullivan
Part V. The arts and cultural marketplace and the operationalisation of arts marketing
18. Are art fairs still relevant intermediaries in today’s art world?
Catherine Morel
19. Actor–Object relationships: navigating the art market and the social constructs of value
Chloe Preece
20. The books business: what just happened?
Stephen Brown
21. Cultural economics and arts markets
Sam Cameron
Part VI . Pricing issues in the arts and the techniques used by arts marketers in engaging consumers
22. Pricing the performing arts
Jennifer Wiggins
Part VII. Other issues in the arts marketing domain
23. Postmodernism and post-postmodernism and arts marketing
Laurie A. Meamber
24. Arts managers’ career insights and their marketing implications
Uma Jogulu and Ruth Rentschler
Biography
Ian Fillis is Professor of Entrepreneurship, Liverpool John Moores University, UK.
Boram Lee is Senior Lecturer in Arts and Cultural Management, University of South Australia, AU.
Adelina Broadbridge taught and researched at the Institute for Retail Studies and Marketing, University of Stirling, UK.
"It is wonderful to see this new edition of the Routledge Companion to Arts Marketing which reflects where we are in the arts following the impact of the Covid-19 pandemic. With contributions from leading scholars in the field, the companion combines theoretical and sectoral breath in shedding light on what makes arts marketing challenging and important."
Finola Kerrigan, University of Birmingham, UK
