Marketing the Arts: A Fresh Approach

by: Daragh O-Reilly (0)

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.

      The Reviews

      I’m not sure if I can trust a book on arts marketing that falls so short marketing itself. While comparing several marketing books deciding which to purchase, I downloaded kindle samples. The sample for this book gives you the cover, the publication information and the table of contents. That’s it. Not even a portion of the introduction is included in this “selection” from the book. If they can’t come up with more to offer than that, I’m not sure their advice for marketing arts projects is sound. I know their marketing strategy has failed to make this book my choice.

      Marketing the Arts: A Fresh Approach
      ⭐ 4.7 💛 9
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