New Horizons in Arts, Heritage, Nonprofit and Social Marketing

Arts, heritage, non-profit and social marketing today comprise key components of the contemporary marketing management scene. Governments, charities and voluntary sector organisations throughout the world are increasingly involved in the development of marketing campaigns, and more and more of these organisations are likely to be at the cutting edge of the application of the very latest marketing methods. Research in the arts, heritage, non-profit and social marketing fields is intellectually rigorous, relevant for user communities, and has a great deal to offer to marketing theory as well as to promotional practice.

This book presents a collection of stimulating articles that report some of the freshest and most innovative research and thinking in the authors’ specialist domains. Collectively the chapters offer a balance of empirical and conceptual research in arts, heritage, non-profit and social marketing. They explore new ideas, challenge pre-existing orthodoxies, develop knowledge, and demonstrate the epistemological importance of current research in these critical areas.

This book was originally published as a special issue of the Journal of Marketing Management.

Roger Bennett is a professor of marketing and the director of the Centre for Research in Marketing at London Metropolitan Business School, UK.

Finola Kerrigan is a lecturer in marketing at King’s College London, UK. She has published her work on arts marketing in a number of journals and scholarly books. She is chair of the Academy of Marketing’s Arts, Heritage, Nonprofit and Social Marketing Special Interest Group.

Daragh O’Reilly is a lecturer in marketing at the University of Sheffield’s Management School, in the UK. His work has appeared in a wide range of academic journals including the Journal of Marketing Management and Marketing Theory.