Marketing the Arts: A Fresh Approach
商品資訊
ISBN13:9780415496858
出版社:Routledge UK
作者:Daragh O'Reilly (EDT); Finola Kerrigan (EDT)
出版日:2010/04/21
裝訂:精裝
商品簡介
In recent years, there have been significant shifts in arts marketing, both as a practice and an academic discipline. The relationship between art and the market is increasingly complex and dynamic, requiring a transformation in the way the arts are marketed.
Marketing the Arts argues that arts marketing is not about the simple application of mainstream managerial marketing to the arts. With contributions from international scholars of marketing and consumer studies, this book engages directly with a range of contemporary themes, including:
- The importance of arts consumption and its social dimensions
- The importance of the aesthetic experience itself, and how to research it
- Arts policy development
- The art versus commerce debate
- The role of the arts marketer as market-maker
- The artist as brand or entrepreneur
This exciting new book covers topics as diverse as Damien Hirst’s 'For the Love of God', Liverpool’s brand makeover, Manga scanlation, Gob Squad, Surrealism, Bluegrass music, Miles Davis and Andy Warhol, and is sure to enthuse students and enlighten practitioners.
作者簡介
Daragh O’Reilly is a Lecturer in Marketing at the University of Sheffield, UK. His current research interests include arts marketing and branding.
Finola Kerrigan is a Lecturer in Marketing at King’s College London, UK. She researches arts marketing and has published a number of books and articles in international journals.
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