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Overview'Creative Arts Marketing' is a practical introduction to the wide range of marketing principles and practices used by those marketing the performing and visual arts. 'Creative Arts Marketing' also looks at the bigger picture. The political, sociological and economic factors which affect people working in the arts are examined enabling readers to consider the function of marketing from a more strategic standpoint. Thus the book integrates the principles of marketing theory with the realities of working in an arts organization. 'Creative Arts Marketing' includes numerous examples and case studies showing how different marketing techniques have worked for a diverse range of arts organizations. It will be invaluable both to students on arts management courses as well as arts managers, marketers and administrators looking for practical guidance on how to market their organizations most effectively. Full Product DetailsAuthor: Catherine O'Sullivan , Catherine O'Sullivan , Terry O'Sullivan , Terry O' SullivanPublisher: Taylor & Francis Ltd Imprint: Butterworth-Heinemann Ltd Dimensions: Width: 18.90cm , Height: 2.10cm , Length: 24.60cm Weight: 0.734kg ISBN: 9780750622370ISBN 10: 0750622377 Pages: 368 Publication Date: 23 October 1995 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Out of Print Availability: Awaiting stock  Table of ContentsIntroduction; The arts: the market and the environment; Audiences; Marketing research; Product; Pricing and income generation; Promotion; Making the arts available; Marketing planning; Managing the marketing function; Cases - Temple Bar Properties Ltd.; Song for a Sanctuary: promoting Asian new writing on tour; The Mumford Theatre; Charivari: touring to rural communities; Tetley's Brewery Wharf: developing a new venue; The West Yorkshire Playhouse: developing a corporate image; Cambridge Arts Theatre; Index.Reviews'This publication is an essential textbook for both arts practitioners and students intending to pursue a career in arts management. The authors have successfully proceeded a publication which is a practical guide to the principles of marketing and promoting the arts at a time when attracting new audiences and retaining the interest of existing ones has never been more essential. The text is written in an uncomplicated clear style and will be of value to arts managers working in the public, private and voluntary sectors.' 'This book is not only a practical guide but also looks at the biiger picture - political, sociological and economic factors - enabling readers to consider the function of marketing from a strategic standpoint.' Author InformationTab Content 6Author Website:Countries AvailableAll regions |
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