Handbook of Cultural Economics, Third Edition
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Handbook of Cultural Economics, Third Edition

Edited by Ruth Towse and Trilce Navarrete Hernández

Cultural economics has become well established as a subject of interest for students and teachers of courses ranging from economics to arts administration as well as for policy-makers and practitioners in the creative industries. Digitisation has had a tremendous impact on many areas of the creative economy and the third edition of this popular book fully reflects it.
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Chapter 36: Marketing the arts

François Colbert


Marketing is a science as well as an art. The rigorous analysis of a market and a sound strategy needs to be complemented by the talent to use the marketing tools that are the product, the price, the place and the promotion. In the arts sector, the product is the playground of the artist and the role of the marketing director is to bring the appropriate people to the venue. However, marketing is also about educating the audience, preparing them to accept the artistic proposition. It is also to create an environment that is in line with the quality the artist is presenting. A perfect service to clients put patrons in a good mood to enjoy the show. This chapter briefly deals with all those elements available to the marketing director of a performing art venue or a museum.

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