Creative Arts Marketing

Liz Hill, Catherine O'Sullivan (Coventry University, UK), Terry O'Sullivan , Brian Whitehead (Arts Professional Magazine, UK)

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English

Routledge
13 October 2017

The Arts: General & Reference; Sales & marketing

Creative Arts Marketing third edition is a long-awaited update of a classic and influential text. A ground-breaking book when first published, it covers the core concepts of marketing and management as they apply to the arts and heritage industries with a depth that is still unrivalled.

With an emphasis on global case studies, practical examples and discussion questions and an author team that draws from rich and varied experiences in the arts management sector, the book serves as a text for students as much as it is a practitioner's guide to industry best practice.

Extensively revised to reflect the dramatic changes to this industry, this edition integrates organizational and management subject matter, reflecting the marketing function’s deeper involvement in broad organizational issues.

This fully updated and revised third edition features:

Audience diversity and audience development The impact of digital technologies on the industry An exploration of the increasingly complex relationship between public and private funding for the arts Ethics and sustainability issues for arts marketers Cultural policy changes in the industry

Including a brand new companion website, complete with materials for tutors and students for the first time, the return of this important text will be welcomed by students, tutors and professionals in the arts.

By: Liz Hill, Catherine O'Sullivan (Coventry University, UK), Terry O'Sullivan, Brian Whitehead (Arts Professional Magazine, UK)
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 3rd edition
Dimensions: Height: 246mm, Width: 189mm,
Weight: 588g
ISBN: 9781138213760
ISBN 10: 1138213764
Pages: 306
Publication Date: 13 October 2017
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Table of Contents Acknowledgements Foreword Introduction The context of arts marketing Developing audiences Marketing research Product Branding Pricing Marketing communications Making the arts available Marketing planning Leadership and management Case studies Index

Liz Hill is Director of ArtsProfessional magazine, UK. Catherine O'Sullivan is Senior Lecturer in Leadership and Management at Coventry University, UK. Terry O'Sullivan is Senior Lecturer in Management at Open University Business School, UK. Brian Whitehead is Publisher of ArtsProfessional magazine, UK.