The Routledge Companion to Arts Marketing

Cover......Page 1
The Routledge Companion to Arts Marketing......Page 4
Title Page......Page 8
Copyright Page......Page 9
Table of Contents......Page 10
List of figures......Page 14
List of tables......Page 15
Notes on contributors......Page 17
Preface......Page 24
Part I Macro arts marketing issues......Page 30
 1 Postmodernism and arts marketing......Page 32
 2 Cultural economics and arts markets......Page 41
 3 Art, politics, and markets......Page 49
 4 Arts marketing and ethics: what you can and Kant do......Page 58
Part II Artists and their managers......Page 78
 5 The artist as marketer and entrepreneur......Page 80
 6 Arts managers' career insights and their marketing implications......Page 88
 7 The art of marketing arts marketing to artists......Page 100
Part III Arts organizational management and strategies......Page 108
 8 Organizational identity and marketing in the arts......Page 110
 9 Mission statement to mission fulfilment: the role marketing plays......Page 117
 10 Traditional vs. entrepreneurial marketing of arts/culture......Page 128
 11 Audience valuation and pricing the performing arts......Page 138
 12 Interactions between, and effects of, government support on fundraising and marketing efforts of nonprofit arts organizations......Page 148
 13 'Walk through the doors. Be our guest': how important are partnerships to enable multicultural groups to attend arts events?......Page 161
 14 Web strategies for engaging audiences......Page 171
 15 Arts marketing and Web 2.0-based audience development initiatives......Page 180
 16 Using social media to enhance the customer attendance experience......Page 190
 17 Leveraging social media to engage and retain: arts/culture organization donors, members, and volunteers......Page 199
Part IV Consumption perspectives......Page 210
 18 Consuming the arts......Page 212
 19 Consumption criteria in arts marketing......Page 223
 20 The impact of the arts experience on audiences......Page 233
 21 Consumer motivation and the arts: conceptualizing a motivation-benefit model for understanding tourists as audiences......Page 243
 22 Membership and subscription in the performing arts: what have we learnt during the last 35 years?......Page 262
 23 Art collecting as personal and public practice in a digital age......Page 272
 24 Gaining deeper insight into audiences and artists: the use of autoethnography in arts research......Page 285
Part V The marketing of specific arts......Page 302
 25 The books business: fifty shades of grief......Page 304
 26 Film marketing......Page 314
 27 Fine art marketing and consumption......Page 325
 28 Museum marketing: measuring retail performance......Page 335
 29 Pricing in contemporary museums: the strategic turn......Page 345
 30 The special challenges of marketing the arts festival......Page 367
 31 The fluidity of value as a social phenomenon in the visual arts market......Page 377
 32 The art fair as a metaphor of the art world......Page 386
 33 Distributing visual artworks: challenges and perspectives......Page 397
 34 Understanding audiences and marketing theater......Page 408
 35 The marketing of orchestras and symphony concerts......Page 417
 36 Creating the opera habit: marketing and the experience of opera......Page 426
Index......Page 438