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The relationship between the arts and marketing has been growing
ever more complex, as the proliferation of new technologies and
social media has opened up new forms of communication. This book
covers the broad and involved relationship between the arts and
marketing. It frames "arts marketing" in the context of wider,
related issues, such as the creative and cultural industries,
cultural policy and arts funding, developments in the different art
forms and the impact of environmental forces on arts business
models and markets. The Routledge Companion to Arts Marketing
provides a comprehensive, up-to-date reference guide that
incorporates current analyses of arts marketing topics by leaders
of academic research in the field. As such, it will be a key
resource for the next generation of arts marketing scholars and
teachers and will constitute the single most authoritative guide on
the subject internationally.
The relationship between the arts and marketing has been growing
ever more complex, as the proliferation of new technologies and
social media has opened up new forms of communication. This book
covers the broad and involved relationship between the arts and
marketing. It frames "arts marketing" in the context of wider,
related issues, such as the creative and cultural industries,
cultural policy and arts funding, developments in the different art
forms and the impact of environmental forces on arts business
models and markets. The Routledge Companion to Arts Marketing
provides a comprehensive, up-to-date reference guide that
incorporates current analyses of arts marketing topics by leaders
of academic research in the field. As such, it will be a key
resource for the next generation of arts marketing scholars and
teachers and will constitute the single most authoritative guide on
the subject internationally.
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