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.
Price: $55.95
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