The Routledge Companion to Arts Marketing

The relationship between the arts and marketing has been growing ever more complex as the proliferation of new technologies and social media has opened up new forms of communication. This book covers the broad and involved relationship between the arts and marketing. It frames arts marketing in the context of wider related issues such as the creative and cultural industries cultural policy and arts funding developments in the different art forms and the impact of environmental forces on arts business models and markets.The Routledge Companion to Arts Marketing provides a comprehensive up-to-date reference guide that incorporates current analyses of arts marketing topics by leaders of academic research in the field. As such it will be a key resource for the next generation of arts marketing scholars and teachers and will constitute the single most authoritative guide on the subject internationally.