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Books > Reference & Interdisciplinary > Museums & museology
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Museum Marketization - Cultural Institutions in the Neoliberal Era (Hardcover)
Loot Price: R4,569
Discovery Miles 45 690
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Museum Marketization - Cultural Institutions in the Neoliberal Era (Hardcover)
Series: Discovering the Creative Industries
Expected to ship within 12 - 19 working days
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This wide-ranging book explores the impact of marketization on the
creative industries. With critical perspectives from a variety of
disciplines and global experts, numerous examples from
international cultural institutions are employed to illuminate the
topic. Culture and business have become increasingly intertwined,
and cultural institutions need to be aware of their place in the
market. Commercial awareness, which was previously disparaged, is
now seen as a legitimate and necessary response to increased
competition, enhancing experience, increasing accessibility,
broadening inclusivity and sustainable futures with diminishing
funding. The contributions to this book highlight that marketing,
public relations, sponsorship and fundraising have become integral
to the survival of many museums, galleries and events. Of interest
to students and scholars across topics such as arts marketing, arts
administration, heritage marketing and museum studies, the book is
also insightful for reflective practitioners in the creative
sector.
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