Museum Marketization

This wide-ranging book explores the impact of marketization on the creative industries. With critical perspectives from a variety of disciplines and global experts, numerous examples from international cultural institutions are employed to illuminate the topic. Culture and business have become increasingly intertwined, and cultural institutions need to be aware of their place in the market. Commercial awareness, which was previously disparaged, is now seen as a legitimate and necessary response to increased competition, enhancing experience, increasing accessibility, broadening inclusivity and sustainable futures with diminishing funding. The contributions to this book highlight that marketing, public relations, sponsorship and fundraising have become integral to the survival of many museums, galleries and events. Of interest to students and scholars across topics such as arts marketing, arts administration, heritage marketing and museum studies, the book is also insightful for reflective practitioners in the creative sector.

Karin M. Ekström is a professor in marketing at University of Borås, Sweden.

Introduction, Karin M. Ekström. PART I: Marketization of cultural institutions: tensions between arts and business. 1 Ref lections on the marketization of art in contemporary neoliberal capitalism, Kirsi Eräranta, Johanna Moisander, and Visa Penttilä. 2 High-end contemporary art: art for art's sake or art for mart's sake? Russell Belk. 3 The marketization of regional film production: a strategy for economic growth, Roger Blomgren. 4 Between market and culture: the case of the Gothenburg Book Fair, Elena Raviola, Jaan Grünberg, Josef Pallas, and Claes Thorén. PART II: Market orientation of museums: redefining the museum's role. 5 Cultural policy effects on the marketing orientation in London art museums, Victoria D. Alexander. 6 Art, finance, politics, and the art museum as a public institution, Derrick Chong. 7 Hip heritage and heritage pasts: tensions when re-fashioning museum culture, Lizette Gradén and Tom O-Dell. 8 Market orientation as the epicentre of art museums: museum shops, fashion exhibitions and private collections, Karin M. Ekström. PART III: Cultural institutions and marketing tools: branding and sponsorship. 9 Sparkling museums: the marketization of art institutions in the heritage city, Fabrizio Panozzo. 10 Country branding through the arts: the role of museums in positioning a nation on the global market, Victoria Rodner, Chloe Preece, and Yu-Chien Chang. 11 Integrated partnerships in cultural sponsorship: the cases of Guggenheim-UBS and MFA Boston-Fleet, Ragnar Lund and Stephen A. Greyser. 12 A history of cultural sponsorship in Sweden: a new market in marketing, Marcus Gianneschi and Oskar Broberg.