The relationship between the arts and marketing has been growing ever more complex, as the proliferation of new technologies and social media has opened up new forms of communication. This book covers the broad and involved relationship between the arts and marketing. It frames "arts marketing" in the context of wider, related issues, such as the creative and cultural industries, cultural policy and arts funding, developments in the different art forms and the impact of environmental forces on arts business models and markets.
The Routledge Companion to Arts Marketing provides a comprehensive, up-to-date reference guide that incorporates current analyses of arts marketing topics by leaders of academic research in the field. As such, it will be a key resource for the next generation of arts marketing scholars and teachers and will constitute the single most authoritative guide on the subject internationally.
Table of Contents
Preface Part I: Macro Arts Marketing Issues 1. Postmodernism and Arts Marketing (Laurie Meamber) 2. Cultural Economics and Arts Markets (Sam Cameron) 3. Politics, Arts and Markets (Stevphen Shukaitis and Joanna Figiel) 4. Arts Marketing and Ethics (Terry O'Sullivan) Part II: Artists and their Managers 5. The Artist as Marketer and Entrepreneur (Ian Fillis) 6. Arts Managers' Career Insights and their Marketing Implications (Uma Jogulu and Ruth Rentschler) 7. The Art of Marketing Arts Marketing to Artists (Suzette Major) Part III: Arts Organizational Management and Strategies 8. Organizational Identity and Marketing in the Arts (Zannie Giraud Voss and Naomi Grabel) 9. Mission Statement to Mission Fulfilment: The Role Marketing Plays (Marcus Morgan) 10. Traditional vs. Entrepreneurial Marketing of Arts/Culture (Theresa Kirchner and John Ford) 11. Audience Valuation and Pricing the Performing Arts (Jennifer Wiggins Johnson) 12. Interactions between, and Effects of, Government Support on Fundraising and Marketing Efforts of Nonprofit Arts Organizations (Patricia Nold Hughes and William Luksetich) 13. 'Walk through the Doors. Be our Guest.': How Important are Partnerships to Enable Multicultural Groups to Attend Arts Events? (Fara Azmat, Ruth Rentschler and Yuka Fujimoto) 14. Web Strategies for Engaging Audiences (Stephen Preece and Jennifer Wiggins Johnson) 15. Arts Marketing and Web 2.0 Based Audience Development Initiatives (Anne-Marie Hede) 16. Using Social Media to Enhance the Customer Attendance Experience (Bonita Kolb) 17. Leveraging Social Media to Engage and Retain Arts/Culture Organization Donors, Members and Volunteers (B. Kathleen Gallagher and Jessica Sowa) Part IV: Consumption Perspectives 18. Consuming the Arts (Gretchen Larsen) 19. Consumption Criteria in Arts Marketing (Morris Holbrook) 20. Lessons from Arts Experiences of Individuals (Jennifer Radbourne) 21. Consumer Motiviation and the Arts: Conceptualizing a Motivation-Benefit Model for Understanding Tourists as Audiences (Pandora Kay) 22. Membership and Subscription in the Performing Arts: What have we Learnt During the last 35 Years? (Alix Slater) 23. Art Collecting as Personal and Public Practice in a Digital Age (Russell Belk) 24. Gaining Deeper Insight into Audiences and Artists: The use of Auto-Ethnography in Arts Research (Marta Massi and Paul Harrison) Part V: The Marketing of Specific Arts 25. The Books Business: Fifty Shades of Grief (Stephen Brown) 26. Film Marketing (Finola Kerrigan, Andrew Hart and Sumanta Barua) 27. Fine Art Marketing and Consumption (Kate Macneill and Meaghan Wilson-Anastasios) 28. Museum Marketing: Measuring Retail Performance (Sandra Mottner) 29. Pricing in Contemporary Museums: The Strategic Turn (Anne Gombault) 30. The Special Challenges of Marketing the Arts Festival (Linda Wilks) 31. The Fluidity of Value as a Social Phenomenon in the Visual Arts Market (Chloe Preece) 32. The Art Fair as a Metaphor of the Art World (Catherine Morel) 33. Distributing Visual Artworks: Challenges and Perspectives (Rita Kottász and Roger Bennett) 34. Theatre, Audiences and the Arts Market (Ben Walmsley) 35. The Marketing of Orchestras and Symphony Concerts (David Patmore) 36. Creating the Opera Habit: Marketing and the Experience of Opera (Peter Fraser)
Daragh O’Reilly is Senior Lecturer in Creative and Cultural Industries as Sheffield University Management School. He is an experienced co-editor of journal special issues, and (with Finola Kerrigan) edited Arts Marketing: A Fresh Approach (Routledge, 2010). He is the author, with Gretchen Larsen and Krzysztof Kubacki of Music Markets and Consumption (Goodfellow, 2013).
Ruth Rentschler is Foundation Chair of Arts and Entertainment Management at Deakin University, Australia. Ruth has published widely in the cultural field including the Cultural and Entertainment Industries Handbook, Shaping Culture, Innovative Arts Marketing, The Entrepreneurial Arts Leader, Creative Marketing and Museum Marketing, to name some her books.
Theresa A. Kirchner is Associate Professor of Management at Hampton University, USA. Her background includes work with nonprofit boards for more than twenty years and corporate positions as Senior Vice President with Bank of America and Principal Consultant with Keane, Inc. Her publications have appeared in the International Journal of Nonprofit and Voluntary Sector Marketing, Disaster Recovery Journal, European Journal of Management and Journal of the Academy of Business and Economics.
I am delighted to rummage through the intriguing essays in The Routledge Companion to Arts Marketing. As a lover of the arts and a writer in the arts, this volume is like candy to me. Whether you produce, distribute, or consume the arts, you will find enlightenment on every page.
Philip Kotler, Kellogg School of Management, Northwestern University, USA
Cutting edge thought from the undisputed leaders in their field. This text is long overdue and will benefit students and reflective practitioners alike.
Adrian Sargeant, Professor, Indiana University, USA
The name of this book is well chosen. It is a companion that will help anyone working in the arts go through reflexive thinking about what marketing in the arts really means; it also draws a relationship to arts management and leadership in general.
François Colbert, Professor, HEC Montral, Canada.