Overview

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 ...
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Creative Arts Marketing

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Overview

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

Audience: Professionals and students in arts marketing and management.

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Editorial Reviews

From the Publisher
"As comprehensive a view of arts marketing as you'll find anywhere. It will get you creative juices flowing and keep them flowing. Make sure this book is close at hand. You'll use it over and over again."

Alvin H. Reiss, Editor, 'Arts Management'.
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Product Details

  • ISBN-13: 9781136413339
  • Publisher: Taylor & Francis
  • Publication date: 6/25/2012
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 384
  • File size: 7 MB

Table of Contents

Foreword
Acknowledgements
Introduction
1 The evolution and context of arts marketing 1
2 Audiences 36
3 Market research 67
4 Product 114
5 Generating income 156
6 Promotion 190
7 Making the arts available 242
8 Marketing planning 271
9 Managing the marketing function 305
Further reading 347
Author index 351
Index 355
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