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By
Finola Kerrigan, Lecturer in Marketing at King's College London.
Peter Fraser, Senior Lecturer in Marketing at the University of Hertfordshire Business School.
Mustafa Ozbilgin, Lecturer in Human Resource Management and Industrial Relations at the University of Surrey, School of Management.
Description
Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are
applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text
demonstrates the most effective means of marketing in specific areas of the arts, with each chapter having been written by a specialist
in the field.
Although primarily focusing on the UK market, the subject has global relevance and appeal, and policy is evaluated on
national, European and supranational levels. Specialist topics dealt with range from the marketing of the theatre, opera, and museums,
through to the film industry and popular music.
Audience
Students on marketing degrees, specializing in arts marketing, and students on courses concerned with individual aspects of the arts, e.g. Theatre and Dance.
Contents
Bibliographical notes
Introduction (Finola Kerrigan, Peter Fraser, and Mustafa Ozbilgin)
The marketing of popular music (Daragh O'Reilly)
Marketing in the film industry (Finola Kerrigan)
The marketing of theatre (Iain Fraser)
The marketing of opera (Peter Fraser)
Marketing
and jazz (Dorothea Noble)
The theory and practice of visual arts marketing (Ian Fillis)
Museum marketing: understanding different types
of audiences (Ruth Rentschler)
Societal arts marketing: a multi-sectoral, inter-disciplinary and international perspective (Nil Navaie
and Elif Shafak)
Key issues in arts marketing (Peter Fraser, Finola Kerrigan, and Mustafa Ozbilgin)
References
Index.
| Bibliographic details |
Paperback, 240 pages, publication date: MAY-2004
ISBN-13: 978-0-7506-5968-0
ISBN-10: 0-7506-5968-8
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 44.95
USD 49.95
GBP 29.99
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076/734
Last update: 5 Sep 2009
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