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.
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.
Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as 'customers'; new ways of...
Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of...
Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely...
Focusing on how museums prioritize and produce content, Hip Heritage demonstrates how economic issues play an ever-larger role in determining how cultural heritage is being framed and presented in...
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