Creative Arts Marketing

Creative Arts Marketing 3rd edition is a long-awaited update of a classic and influential text. A groundbreaking book when first published, it covers the core concepts of marketing and management as they apply to the arts and heritage industries with a depth that is still unrivalled.

With an emphasis on global case studies, practical examples and discussion questions and an author team that draws from rich and varied experiences in the arts management sector, the book serves as a text for students as much as it is a professional’s guide to industry best practice.

Extensively revised to reflect the dramatic changes to this industry, this edition integrates organizational and management issues even further, reflecting the marketing function’s deeper involvement in broad organisational issues. In addition, it now covers:

• Audience diversity and audience development
• The impact of new technologies like social media, and data usage (like Audience Finder) on the industry
• An exploration of the increasingly complex relationship between public and private funding
• Ethics and sustainability
• Cultural policy changes and the impact of austerity on the industry

Including a wealth of materials for tutors and students online for the first time, the return of this important text will be welcomed by students, tutors and professionals in the arts.

Liz Hill is Director of ArtsProfessional magazine.

Terry O'Sullivan is Senior Lecturer in Management at Open University Business School.

Brian Whitehead is Publisher of ArtsProfessional magazine.