Creative Arts Marketing
Routledge – 2003 – 360 pages
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
"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'.
The Evolution and Context of Arts Marketing; Audiences; Marketing Research; Product; Generating Income; Promotion; Making the Arts Available; Marketing Planning; Managing the Marketing Function.