The Routledge Companion to Arts Marketing

Analysing the complex intersections between artists, creatives and markets, this new and revitalised edition addresses the world that is emerging following and during a period of global crisis. Drawing on a wide range of international expertise, the book explores the impact of the turbulent external environment, including post Covid-19 effects on organisations and artists at community, national and international levels. Expanded, revised and updated, this new edition will continue to stimulate and inform the next global generation of students, scholars, policymakers and administrators in arts marketing, arts management and arts entrepreneurship across the creative industries.

Ian Fillis is Professor of Entrepreneurship, Liverpool John Moores University, UK. Boram Lee is Senior Lecturer in Arts and Cultural Management, University of South Australia, AU. Adelina Broadbridge taught and researched at the Institute for Retail Studies and Marketing, University of Stirling, UK.

Part I. Arts consumption and how arts marketers utilise appropriate strategies to engage with consumers 1. Art collecting in a digital age 2. Arts consumption 3. Opera marketing today: key challenges for development and widening access 4. Fine art marketing and consumption 5. Consumption criteria in arts marketing Part II . Audiences and their engagement with arts and cultural events and activities 6. Audience development: lessons for arts marketing about including disabled people 7. Understanding audiences and marketing theatre 8. Membership and subscription in the performing arts: what have we learnt during the last 45 years? 9. The impact of the arts experience on audiences 10. Gaining deeper insight into audiences and artists: the use of autoethnography in arts research Part III. The role of entrepreneurship and its impact on arts marketing practice 11. Cultural entrepreneurship and collecting: a joint perspective 12. The artist as marketer and entrepreneur 13. Traditional vs. entrepreneurial marketing of arts/cultural organisations Part IV. Issues relating to effective arts marketing practice 14. The art of marketing arts marketing to artists 15. Mission statement to mission fulfilment: the role marketing plays in a post-COVID world 16. Organizational identity and marketing in the arts 17. Arts marketing and ethics: what you can and Kant do Part V. The arts and cultural marketplace and the operationalisation of arts marketing 18. Are art fairs still relevant intermediaries in today's art world? 19. Actor-Object relationships: navigating the art market and the social constructs of value 20. The books business: what just happened? 21. Cultural economics and arts markets Part VI . Pricing issues in the arts and the techniques used by arts marketers in engaging consumers 22. Pricing the performing arts Part VII. Other issues in the arts marketing domain 23. Postmodernism and post-postmodernism and arts marketing 24. Arts managers' career insights and their marketing implications