Marketing the Arts

Marketing the Arts: Breaking Boundaries is a breakthrough volume that serves as an important introduction for and update on the state of the field. The editors have succeeded in gathering a distinctive and diverse set of contributors who provide thoughtful reflections on the multitude of interactions between art and the market. Full of unexpected insights.

Jonathan Schroeder, William A. Kern Professor, Rochester Institute of Technology, USA

This second edition does important work for the field of arts marketing because it responds positively to broader demands for the social sciences to decolonise themselves and to address urgent progressive issues. This book, therefore, marks a signal moment for the field of Arts Marketing as its priorities shift. It is a necessary book and presents us with essential reading.

Alan Bradshaw, Professor of Marketing, Royal Holloway, University of London, UK

Marketing the Arts is, as the title suggests, a truly boundary breaking text. The cases and methods are wide ranging, topical and critical in their analysis, tackling such subjects as social justice to entrepreneurship. The authors do not just talk about the arts, but illustrate how the arts – dance, poetry, drawing, literature, can be used as tools for investigation. It is lively in its presentation and should be a valuable resource for students of marketing, the arts, media studies, sociology and arts management. A genuinely engaging read.

Christina Goulding, Professor of Marketing, University of Birmingham, UK

I am delighted to learn about a new edition of Marketing the Arts edited by Finola Kerrigan and Chloe Preece. These editors have expanded the themes provided by the now-classic earlier edition to include a broadened geographical coverage (China, Nigeria, Australia); managerial applications (case studies, detailed illustrations); and attention to such inherently intertwined themes as the role of aesthetic experience, the art-versus-commerce tension, and the branding of artistic creations. Students of Arts Marketing will again benefit greatly from the insights provided. And, for those who favor food-related metaphors, "dessert" appears in the form of a delicious essay on Ernest Hemingway by the masterful prose stylist, Stephen Brown.

Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia University, US