Arts Marketing

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Arts Marketing

Author : Finola Kerrigan
Publisher : Routledge
ISBN 13 : 1136428259
Total Pages : 234 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Arts Marketing by : Finola Kerrigan

Download or read book Arts Marketing written by Finola Kerrigan and published by Routledge. This book was released on 2007-03-30 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Arts Marketing Insights

Author : Joanne Scheff Bernstein
Publisher : John Wiley & Sons
ISBN 13 : 111804682X
Total Pages : 325 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Arts Marketing Insights by : Joanne Scheff Bernstein

Download or read book Arts Marketing Insights written by Joanne Scheff Bernstein and published by John Wiley & Sons. This book was released on 2011-01-19 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.

Marketing the Arts

Author : Anthony Rhine
Publisher : Rowman & Littlefield
ISBN 13 : 1538128969
Total Pages : 275 pages
Book Rating : 4.5/5 (381 download)

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Book Synopsis Marketing the Arts by : Anthony Rhine

Download or read book Marketing the Arts written by Anthony Rhine and published by Rowman & Littlefield. This book was released on 2020-05-13 with total page 275 pages. Available in PDF, EPUB and Kindle. Book excerpt: With limited budgets and resources, arts ventures are struggling to employ modern marketing methods to promote their events. Marketing the Arts introduces students, young professionals, and even seasoned veterans to new and refined marketing approaches—by drawing on marketing theory as it is used by huge multi-nationals, exploring such theories in the context of creative ventures generally, and the fine and performing arts specifically. The book is designed for classroom use, but also appeals to practitioners looking to strengthen their understanding of marketing, as well as for individuals interested in selling their creations. The book addresses: market research marketing strategy value creation branding customer acquisition market distribution pricing strategy sustaining customers and value Features include: Discussion questions and classroom activities Case studies of real life situations Commentary by current professional practitioners Companion website

Creative Arts Marketing

Author : Elizabeth Hill
Publisher : Routledge
ISBN 13 : 1136413332
Total Pages : 382 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis Creative Arts Marketing by : Elizabeth Hill

Download or read book Creative Arts Marketing written by Elizabeth Hill and published by Routledge. This book was released on 2012-06-25 with total page 382 pages. Available in PDF, EPUB and Kindle. Book excerpt: As a comprehensive overview of all aspects of marketing in the sector, Creative Arts Marketing remains unrivalled, and in addition this edition gives new coverage of- * Current knowledge and best practice about marketing and advertising through new media * The impact of Relationship Marketing techniques * A wholly revised and enhanced set of cases * Entirely revised and updated data on the arts 'industry' Creative Arts Marketing reflects the diversity of the arts world in its wide ranging analysis of how different marketing techniques have worked for a diverse range of arts organizations. As such it is an invaluable text for both students and arts managers

Marketing the Arts

Author : Finola Kerrigan
Publisher : Routledge
ISBN 13 : 1136995013
Total Pages : 400 pages
Book Rating : 4.1/5 (369 download)

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Book Synopsis Marketing the Arts by : Finola Kerrigan

Download or read book Marketing the Arts written by Finola Kerrigan and published by Routledge. This book was released on 2010-04-27 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Arts Marketing

Author : Keith Diggle
Publisher :
ISBN 13 : 9780946890583
Total Pages : 293 pages
Book Rating : 4.8/5 (95 download)

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Book Synopsis Arts Marketing by : Keith Diggle

Download or read book Arts Marketing written by Keith Diggle and published by . This book was released on 1994 with total page 293 pages. Available in PDF, EPUB and Kindle. Book excerpt: Providing a comprehensive guide to effective arts marketing this book examines the main factors behind audience building with detailed information on product publicity, advertising, public relations, sales, seat pricing, subscription promotion and financial planning.

Standing Room Only

Author : J. Bernstein
Publisher : Springer
ISBN 13 : 1137375698
Total Pages : 408 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis Standing Room Only by : J. Bernstein

Download or read book Standing Room Only written by J. Bernstein and published by Springer. This book was released on 2017-06-30 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Standing Room Only combines practical advice for creating a strategic marketing program and maintaining a successful performing arts organization. This revised edition lays out a framework to navigate the digital age, from online ticketing options, to marketing options in social, and mobile media.

New Horizons in Arts, Heritage, Nonprofit and Social Marketing

Author : Roger Bennett
Publisher : Routledge
ISBN 13 : 1135743800
Total Pages : 199 pages
Book Rating : 4.1/5 (357 download)

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Book Synopsis New Horizons in Arts, Heritage, Nonprofit and Social Marketing by : Roger Bennett

Download or read book New Horizons in Arts, Heritage, Nonprofit and Social Marketing written by Roger Bennett and published by Routledge. This book was released on 2013-09-13 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: Arts, heritage, non-profit and social marketing today comprise key components of the contemporary marketing management scene. Governments, charities and voluntary sector organisations throughout the world are increasingly involved in the development of marketing campaigns, and more and more of these organisations are likely to be at the cutting edge of the application of the very latest marketing methods. Research in the arts, heritage, non-profit and social marketing fields is intellectually rigorous, relevant for user communities, and has a great deal to offer to marketing theory as well as to promotional practice. This book presents a collection of stimulating articles that report some of the freshest and most innovative research and thinking in the authors’ specialist domains. Collectively the chapters offer a balance of empirical and conceptual research in arts, heritage, non-profit and social marketing. They explore new ideas, challenge pre-existing orthodoxies, develop knowledge, and demonstrate the epistemological importance of current research in these critical areas. This book was originally published as a special issue of the Journal of Marketing Management.

Standing Room Only

Author : Philip Kotler
Publisher : Harvard Business Press
ISBN 13 : 9780875847375
Total Pages : 560 pages
Book Rating : 4.8/5 (473 download)

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Book Synopsis Standing Room Only by : Philip Kotler

Download or read book Standing Room Only written by Philip Kotler and published by Harvard Business Press. This book was released on 1997 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: Argues that organizations in the performing arts must market themselves to survive, including defining their mission, thinking strategically, and applying basic marketing concepts like product and pricing

Invitation to the Party

Author : Donna Walker-Kuhne
Publisher : Theatre Communications Group
ISBN 13 : 1559366362
Total Pages : 188 pages
Book Rating : 4.5/5 (593 download)

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Book Synopsis Invitation to the Party by : Donna Walker-Kuhne

Download or read book Invitation to the Party written by Donna Walker-Kuhne and published by Theatre Communications Group. This book was released on 2005-01-01 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: Acknowledged as the nation’s foremost expert on audience development involving America’s growing multicultural population by the Arts and Business Council, Donna Walker-Kuhne has now written the first book describing her strategies and methods to engage diverse communities as participants for arts and culture. By offering strategic collaborations and efforts to develop and sustain nontraditional audiences, this book will directly impact the stability and future of America’s cultural and artistic landscape. Donna Walker-Kuhne has spent the last 20 years developing and refining these principles with such success as both the Broadway and national touring productions of Bring in ’Da Noise, Bring in ’Da Funk, as well as transforming the audiences at one of the U.S.’s most important and visible arts institutions, New York’s Public Theater. This book is a practical and inspirational guide on ways to invite, engage and partner with culturally diverse communities, and how to enfranchise those communities into the fabric of arts and culture in the United States. Donna Walker-Kuhne is the president of Walker International Communications Group. From 1993 to 2002, she served as the marketing director for the Public Theater in New York, where she originated a range of audience-development activities for children, students and adults throughout New York City. Ms. Walker-Kuhne is an Adjunct Professor in marketing the arts at Fordham University, Brooklyn College and New York University. She was formerly marketing director for Dance Theatre of Harlem. Ms. Walker-Kuhne has given numerous workshops and presentations for arts groups throughout the U.S., including the Arts and Business Council, League of American Theaters and Producers, the Department of Cultural Affairs, and the National Endowment for Arts to name a few. She has been nominated for the Ford Foundation’s 2001 Leadership for a Changing World Fellowship.

The Routledge Companion to Arts Marketing

Author : Daragh O'Reilly
Publisher : Routledge
ISBN 13 : 1135012210
Total Pages : 444 pages
Book Rating : 4.1/5 (35 download)

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Book Synopsis The Routledge Companion to Arts Marketing by : Daragh O'Reilly

Download or read book The Routledge Companion to Arts Marketing written by Daragh O'Reilly and published by Routledge. This book was released on 2013-12-17 with total page 444 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Sponsorship in Marketing

Author : T. Bettina Cornwell
Publisher : Routledge
ISBN 13 : 1317810430
Total Pages : 248 pages
Book Rating : 4.3/5 (178 download)

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Book Synopsis Sponsorship in Marketing by : T. Bettina Cornwell

Download or read book Sponsorship in Marketing written by T. Bettina Cornwell and published by Routledge. This book was released on 2014-07-17 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and activation building sponsorship portfolios measurement and evaluation ambush marketing managing relationships internal audiences public policy and legal issues Every chapter includes case studies, examples and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Sponsorship in Marketing

Author : T. Bettina Cornwell
Publisher : Routledge
ISBN 13 : 1000036863
Total Pages : 224 pages
Book Rating : 4.0/5 ( download)

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Book Synopsis Sponsorship in Marketing by : T. Bettina Cornwell

Download or read book Sponsorship in Marketing written by T. Bettina Cornwell and published by Routledge. This book was released on 2020-03-11 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This new edition of Sponsorship in Marketing introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research and exploring key theory, best practice and cutting-edge issues, the book fully explains how the sponsor can implement successful sponsorship to achieve communication and engagement objectives. It covers every important conceptual and functional area of sponsorship in marketing communications, including: understanding the technology-led transformation of sponsoring learning about audiences, strategies and objectives leveraging and activation in traditional and social media building sponsorship portfolios and rosters managing and ending relationships understanding public policy and legal issues Every chapter includes international case studies and examples, test questions, and data from real organizations, business, campaigns and events, vividly illustrating the link between fundamental principles and effective practice. This updated edition features a new model of the sponsorship process with an ecosystem perspective, discussion of endorsers and influencers in sponsorship, an introduction to the impact of streaming on sponsoring, and entirely new thinking on sponsorship returns and evaluation. No other book provides such a comprehensive, evidence-based introduction to sponsorship, demonstrating how organizations can connect brands to real life. This is essential reading for all students and practitioners working in sport marketing, sport business, events marketing, arts administration, business communication or marketing management.

Marketing the Arts

Author : Michael P. Mokwa
Publisher : Greenwood
ISBN 13 :
Total Pages : 318 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Marketing the Arts by : Michael P. Mokwa

Download or read book Marketing the Arts written by Michael P. Mokwa and published by Greenwood. This book was released on 1980 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Consumer Behaviour and the Arts

Author : François Colbert
Publisher : Routledge
ISBN 13 : 0429558171
Total Pages : 126 pages
Book Rating : 4.4/5 (295 download)

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Book Synopsis Consumer Behaviour and the Arts by : François Colbert

Download or read book Consumer Behaviour and the Arts written by François Colbert and published by Routledge. This book was released on 2021-09-30 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although the literature on marketing of the arts is abundant, very few (if any) full-length works have examined the other side of the coin and closely studied the people who consume the products of the cultural industry. This book offers a summary of the knowledge garnered in recent decades by researchers exploring consumer behaviour in arts and culture. Each chapter explores a different aspect of consumer behaviour in the arts by answering the following questions: What do we know about this aspect of consumer behaviour in general? What do we know about this aspect as it relates to the consumption of art works or cultural experiences? What are the practical implications of this knowledge for managers working in the arts? What are the implications for researchers in this field? This book fills the need for scientific and practical knowledge about the people who consume arts and culture and will therefore be of particular interest to managers of cultural venues and institutions, to students or teachers in arts management training programs, to researchers in the field, to public policymakers in arts and culture, and to anyone directly or indirectly involved in creating, promoting and distributing artistic and cultural products.

The Cycle

Author : Michael M. Kaiser
Publisher : Brandeis University Press
ISBN 13 : 1611684781
Total Pages : 239 pages
Book Rating : 4.6/5 (116 download)

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Book Synopsis The Cycle by : Michael M. Kaiser

Download or read book The Cycle written by Michael M. Kaiser and published by Brandeis University Press. This book was released on 2013-08-13 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the third book of his popular trilogy on creating and sustaining arts organizations, Michael Kaiser reveals the hidden engine that powers consistent success. According to Kaiser, successful arts organizations pursue strong programmatic marketing campaigns that compel people to buy tickets, enroll in classes, and so on—in short, to participate in the organization’s programs. Additionally, they create exciting activities that draw people to the organization as a whole. This institutional marketing creates a sense of enthusiasm that attracts donors, board members, and volunteers. Kaiser calls this group of external supporters the family. When this hidden engine is humming, staff, board, and audience members, artists, and donors feel confidence in the future. Resources are reinvested in more and better art, which is marketed aggressively; as a result, the “family” continues to grow, providing even more resources. This self-reinforcing cycle underlies the activities of all healthy arts organizations, and the theory behind it can be used as a diagnostic tool to reveal—and remedy—the problems of troubled ones. This book addresses each element of the cycle in the hope that more arts organizations around the globe—from orchestras, theaters, museums, opera companies, and classical and modern dance organizations to service organizations and other not-for-profit cultural institutions—will be able to sustain remarkable creativity, pay the bills, and have fun doing so!

Theatre Management

Author : Anthony Rhine
Publisher : Red Globe Press
ISBN 13 : 1352001748
Total Pages : 0 pages
Book Rating : 4.3/5 (52 download)

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Book Synopsis Theatre Management by : Anthony Rhine

Download or read book Theatre Management written by Anthony Rhine and published by Red Globe Press. This book was released on 2018-01-02 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: An essential introductory textbook that provides a comprehensive and student-friendly overview of the key processes involved in developing and managing a theatre in the 21st century. It covers a complete range of topics fundamental to successful commercial and not-for-profit theatre management, from developing a mission statement to communicating with stakeholders, from marketing and promotion to fund development platforms, and from governance structures to community engagement. With over two decades of experience in the industry, Anthony Rhine encourages a critical understanding of theatre management; rather than simply giving students the facts and theories to memorise, he shows readers how to think like theatre managers, giving them the skills needed to be able to carve out their own career paths. Far-reaching and globally applicable, the text serves as an invaluable guide for aspiring theatre managers, as well as undergraduate and postgraduate students on Theatre Management, Arts Management, Creative Industries and Theatre and Performance Studies degree courses.