With contributions from international scholars of marketing and consumer studies, this renowned text engages directly with a range of contemporary themes, including:

• The importance of arts consumption and its socio-cultural, political, and economic dimensions
• The impact of new technologies, platforms, and alternative artforms on the art market
• The importance of the aesthetic experience itself and how to research it
• The value of arts-based methods
• The art versus commerce debate
• The artist as entrepreneur
• The role of the arts marketer as market-maker

This fully updated new edition covers digital trends in the arts and emerging technologies, including virtual reality, streaming services, and branded entertainment. It also broadens the scope of investigation beyond the West looking to film in emerging markets such as China, music in Sub-Saharan Africa, and indigenous art in Australia. Alongside in-depth theoretical analysis, this edition of Marketing the Arts takes inspiration from the creativity inherent in current artistic practice to demonstrate a plurality of approaches and methodologies. Marketing the Arts: Breaking Boundaries is core reading for advanced undergraduate and postgraduate students studying arts marketing and management. Online resources include chapter-by-chapter PowerPoint slides and questions for class discussion.

About the Author

Finola Kerrigan is a Professor of Marketing at Birmingham Business School, University of Birmingham, UK.

Chloe Preece is an Associate Professor at ESCP Business School (London), UK.

Reviews

Marketing the Arts: Breaking Boundaries is a breakthrough volume that serves as an important introduction for and update on the state of the field. The editors have succeeded in gathering a distinctive and diverse set of contributors who provide thoughtful reflections on the multitude of interactions between art and the market. Full of unexpected insights.

Jonathan Schroeder, William A. Kern Professor, Rochester Institute of Technology, USA

This second edition does important work for the field of arts marketing because it responds positively to broader demands for the social sciences to decolonise themselves and to address urgent progressive issues. This book, therefore, marks a signal moment for the field of Arts Marketing as its priorities shift. It is a necessary book and presents us with essential reading.

Alan Bradshaw, Professor of Marketing, Royal Holloway, University of London, UK

Marketing the Arts is, as the title suggests, a truly boundary breaking text. The cases and methods are wide ranging, topical and critical in their analysis, tackling such subjects as social justice to entrepreneurship. The authors do not just talk about the arts, but illustrate how the arts - dance, poetry, drawing, literature, can be used as tools for investigation. It is lively in its presentation and should be a valuable resource for students of marketing, the arts, media studies, sociology and arts management. A genuinely engaging read.

Christina Goulding, Professor of Marketing, University of Birmingham, UK

I am delighted to learn about a new edition of Marketing the Arts edited by Finola Kerrigan and Chloe Preece. These editors have expanded the themes provided by the now-classic earlier edition to include a broadened geographical coverage (China, Nigeria, Australia); managerial applications (case studies, detailed illustrations); and attention to such inherently intertwined themes as the role of aesthetic experience, the art-versus-commerce tension, and the branding of artistic creations. Students of Arts Marketing will again benefit greatly from the insights provided. And, for those who favor food-related metaphors, "dessert" appears in the form of a delicious essay on Ernest Hemingway by the masterful prose stylist, Stephen Brown.

Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia University, US

Book Information
ISBN 9780367898878
Author Finola Kerrigan
Format Paperback
Page Count 301
Imprint Routledge
Publisher Taylor & Francis Ltd
Weight(grams) 349g