Table of Contents

Bibliographical notes; Introduction; The marketing of popular music; Marketing in the film industry; The marketing of theatre; The marketing of opera; Marketing and jazz; The theory and practice of visual arts marketing; Museum marketing: understanding different types of audiences; Societal arts marketing: a multi-sectoral, inter-disciplinary and international perspective; Key issues in arts marketing; References; Index.

Promotional Information

* Focuses on individual sectors of arts marketing to provide insight into the marketing principles that are involved in specific areas * Accompanied by an online resource containing discussion questions to extend learning beyond the text * Relates marketing policy to practice

About the Author

Finola Kerrigan