In many countries, cultural and creative industry policy has moved away from the selective funding and administration of certain kinds of approved artistic and heritage production to viewing the arts as a tool for social inclusion, community development and urban regeneration. At the same time, commercial interests have begun to take advantage of different kinds of corporate social opportunities offered by the arts.
Amidst all of these developments, marketing has come under greater focus in arts and cultural organizations. Traditionally, 'arts marketing' theory has been driven largely by traditional managerial marketing strategies. This book offers new and exciting ways in which to study and practice marketing of the arts. Chapters and case studies include: Examples from Andy Warhol through Damien HirstMedia ownershipManga comicsOrchestra marketing The authors have moved away from relying heavily on case studies from the non-profit sector and have exploited the growth areas in marketing theory, including critical marketing, social marketing, branding, consumer culture theory and corporate social responsibility.
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