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.
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