Skip to main content

By Popular Demand: Marketing the Arts

Buy Article:

$51.63 plus tax (Refund Policy)

Abstract:

Professional development in the management of the arts is increasingly important with the growth of the arts and cultural sectors. Traditional texts on arts marketing emphasise a marketing mix approach that is of limited value to experienced marketers. A framework for the analysis of the distinctive structural and process characteristics of marketing the arts, that assumes a knowledge of marketing concepts and processes, is proposed and developed. The marketing concept is then examined critically for its utility for the arts context. Having thrived as a permanent "industry" with inherently temporary arrangements, in a dynamic, multicultural and project-oriented environment, the arts context is the epitome of organisation for the "new economy". Issues for commercial entities are explored.

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725700784772871

Publication date: April 1, 2000

More about this publication?
routledg/jmm/2000/00000016/00000004/art00004
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more