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Marketing the Arts


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Table of Contents

1. Marketing the Arts (Daragh O'Reilly and Finola Kerrigan) 2. Challenging Conventions in Arts Marketing: Experiencing the Skull (Alan Bradshaw, Finola Kerrigan and Morris B. Holbrook) 3. The Artist in Brand Culture (Jonathan E. Schroeder) 4. The Tension between Artistic and Market Orientation in Visual Art (Ian Fillis) 5. From Missionary to Market Maker: Reconceptualizing Arts Marketing in Practice (Debi Hayes and Simon Roodhouse) 6. Conversation, Collaboration and Co-operation: Courting New Audiences for a New Century (Angela Osborne and Ruth Rentschler) 7. Working Weeks, Rave Weekends: Identity Fragmentation and the Emergence of New Communities (Christina Goulding, Avi Shankar and Richard Elliott) 8. Generating Aesthetic Experiences from Ordinary Activity: New Technology and the Museum Experience (Dirk Vom Lehn) 9. From Luxury to Necessity: The Changing Role of Qualitative Research in the Arts (Lisa Baxter) 10. Dreaming of Artistic Excellence, Popularity, or Both? (Michela Addis and Morris B. Holbrook) 11. Between Fan Culture and Copyright Infringement: Manga Scanlation (Hye-Kyung Lee) 12. Bluegrass Revival: Marketing and Authenticity in the Hills of Appalachia (Elizabeth C. Hirschman) 13. Evolving Perspectives on Music Consumption (Gretchen Larsen and Rob Lawson) 14. Musings from Miles: What Miles Davis Can Tell Us about Music and Marketing (Noel Dennis and Michael Macaulay) 15. A Night at the Theatre: Moving Arts Marketing from the Office to the Kitchen and Beyond (Annmarie Ryan, Matt Fenton and Daniela Sangiorgi) 16. Museums in Society or Society as a Museum? Museums, Culture and Consumption in the (Post) Modern World (Elizabeth Carnegie) 17. Extreme Cultural and Marketing Makeover: Liverpool Home Edition (Anthony Patterson) 18. The Brand Stripped Bare by its Marketers, Even (Stephen Brown)

About the Author

Daragh O'Reilly is a Lecturer in Marketing at the University of Sheffield, UK. His current research interests include arts marketing and branding. Finola Kerrigan is a Lecturer in Marketing at King's College London, UK. She researches arts marketing and has published a number of books and articles in international journals.


"Using an arts-centered perspective, the book presents an up-to-date discussion of arts marketing by leading scholars in the field." Laurie A. Meamber, George Mason University, USA "We are in the midst of an arts marketing revolution and here is a collection that challenges and informs us. This anthology of essays is certainly a most welcome addition to a forward looking agenda on the subject and is an essential reading for scholars and practitioners alike. Darragh O'Reilly, Finola Kerrigan and various other contributors deserve our thanks and appreciation."a Alladi Venkatesh, Professor of Management, University of California, Irvine, USA "Eclectic, entertaining and exciting, this is a valuable snapshot of a developing field" Terry O'Sullivan, The Open University, UK

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