Creative arts marketing / Elisabeth Hill, Catherine O'Sullivan and Terry O'Sullivan

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Publication details: Oxford : Butterwort-Heinemann, 2003Edition: 2nd edDescription: xviii, 360 pISBN:

0750657375

Summary: Creative Arts Marketing is an invaluable text for both students and arts managers. This second edition reflects the diversity of the arts world in its wide-ranging analysis of how different marketing techniques have been used by a diverse range of arts organizations, both in the UK and other parts of the world. As a comprehensive overview of all aspects of marketing in the sector the book remains unrivalled and this edition provides: an introductory chapter documenting the origins of the concept of marketing and the subsequent development of 'arts' marketing; a definition of arts marketing and a consideration of the role of marketing in the current arts environment; current knowledge and best practice about the role of new media in arts marketing; the impact of relationship marketing techniques; a totally revised and enhanced set of cases; entirely revised and updated data relevant to the arts sector. Based on the highly successful first edition, this revision remains a practical introduction to the whole range of principles and practices used to attract and retain audiences and participants for arts events. It also looks at the broader political, economic and commercial issues that affect all arts organizations, to enable the reader to consider the function of arts marketing from a strategic viewpoint. (Font: Editor)

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	Centre d' Informació i Documentació del CERC	24.1 Hil 03	1	Available		1900099309

Foreword -- Acknowledgements -- Introduction -- 1. The evolution and context of arts marketing ; 2. Audiences ; 3. Marketing research ; 4. Product ; 5. Generating income ; 6. Promotion ; 7. Making the arts available ; 8. Marketing planning ; 9. Managing the marketing function -- Further reading -- Author index -- Index

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