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.
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.