Marketing

See also the Arts Marketing specialist list

Creative Arts Marketing 2nd Edition
By Liz Hill, Catherine O’Sullivan & Terry O’Sullivan
Pub Butterworth Heinemann 2003 ISBN 0750657375

This book aims to be practical and strategic and match the realities of the arts world with a comprehensive approach to marketing theory. It looks at political, sociological and economic factors, as well as using many case studies showing how marketing techniques have worked in practice. It covers a wide range of marketing practice (and management) and issues including audience research, direct marketing, planning and managing, press and PR, special events, pricing and touring. A fascinating read. Full of ideas. Recommended. Review

The Marketing Manual: making sure the message gets across
by Heather Maitland
Pub: AMA £25 2000 ISBN 1 903315 02 6
A comprehensive reference book on the practicalities of marketing for performing arts organisations – combines advice with case studies and creative ideas for today’s arts marketers. Review
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Thinking BIG! A guide to strategic marketing planning for arts organisations
By Stephen Cashman
Pub AMA 2003 ISBN 1903315069 £15
Written to enable even the smallest arts organisation to create and implement a strategic marketing plan, this is a significant new publication. It is all there – SWOT, scanning the world outside for competitors and collaborators, sorting your dogs from your cash cows, matrices and segment grids. An impressive range of tools drawn from a wide range of sources and presented in an arts-friendly manner. Review
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Sign-Up for Culture: The Arts Marketer’s Guide to Building an Effective E-mail list
By Eugene Carr
Pub Patron Technology 2004 ISBN 0972914110
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Marketing and Touring: A practical guide to marketing an event on tour
By Heather Maitland
Pub ACE 2004 ISBN 0728710277 £10
This guide aims to help companies and venues to market touring arts events more effectively.  It can be used in an art form, on any scale and in any capacity – and is particularly useful for theatre and dance.  It contains many case studies and tips from practitioners and had an editorial team drawn from companies and venues.  It stresses the value in developing effective partnerships and planning ahead.  There’s also plenty of useful stuff on communicating with audiences.
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Practical Guide to working with Arts Ambassadors
By Mel Jennings
Pub Arts Council of England 2003 ISBN 0728709929 £10
An Arts Ambassador is defined as ‘a community networker with the objective of spreading the word about arts and cultural events and/or representing the views and aspirations of a target community’. Ambassadors have been effective in helping audiences to engage with the arts for at least the last two decades. The ambassador approach requires commitment and can even bring about fundamental changes in the host organisation. The guide takes the lessons learned from people with first-hand experience and summarises what we know currently about good practice. Includes useful case studies from across a range of art forms.
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Practical Guide to Developing and Managing Websites
By Roger Tomlinson
Pub ACE 2004 ISBN 0728710234 £10
The introduction starts  "This is designed to be a practical guide to developing and maintaining a website that focuses on: setting the objectives, planning the design and content, tackling the key issues in its development, monitoring and evaluating the results.  It is as much about concepts, attitudes and approaches as it is about possible practical solutions".  It goes on to give a guide to which sections to read in what circumstances and poses key questions to consider in each section.  Very practical, very readable. Review
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Focus on Cultural Diversity: the arts in England attendance, participation and attitudes
By Ann Bridgwood et al
Pub Arts Council of England 2003 ISBN 07287100005 £12
Detailed findings of a survey carried out by the Office for National Statistics, presenting information on attendance, participation and attitudes to the arts and culture among Black and minority ethnic adults in England.
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Arts In England attendance, participation and attitudes in 2001
By Adrienne Skelton, Ann Bridgwood, Kathryn Duckworth
Pub ACE 2002 ISBN 0 7287 0893 0 £10
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The Family Factor: a guide to family friendly arts activities
by Catherine Rose
Pub: East England Arts 2002 £10.00
A guide for arts venues who wish to improve their family friendliness, based on a pilot involving six performing and visual arts venues in the East of England.  It presents ideas and guidelines to help arts managers, programmers, artists, marketers and others to integrate family friendliness into their activities.  Chapters include Artistic Engagement, the Family Friendly venue, Communication, Customer Care and Some Legal Guidance. Review
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Stop Re-inventing the Wheel: A guide to what we already know about developing audiences for classical music
by Tim Baker
Pub:ABO (members price £15) £20.00 2000 ISBN 0-9536789-2-X
Described in its introduction as “a map which charts the information that is available and helps readers to plot the route of their own audience development strategies”.  It synthesises information from elsewhere and presents a broad range of perspectives and practical case studies of use to anyone involved in the promotion of live classical music in the UK, and most specifically marketers working for orchestras, venues and other promoters.  As a whole, it presents an argument about how audiences can be developed for classical music, and it can also be dipped into for specific information, helped by useful chapter summaries.
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Funky On Your Flyer: A Report on the Crossing the Line seminars
by Richard Ings
Pub: ACE 1^st Edition 2001 £8 ISBN 0728708205 Out of Print
Crossing the Line was a seminal report that highlighted research which shows that young people’s attendances at places such as theatres, concert halls, galleries and museums declines as they progress through their teens. As a follow-up to the report seminars were held to improve the dialogue between the various sectors involved, actively exploring strategies for extending young people’s access, and influencing the development of policy and practice. Funky on your Flyer is the report of these seminars. Major themes are programming by, with and for young people; marketing and audience development; forming effective partnerships, and developing mentors.

How Much?
By Angela Galvin, Peter Taylor, Sophie Withnall and Elizabeth Owen
Pub: Sheffield Theatres Trust, 2000, ISBN 095383140X, £10
The How Much? project aimed to test how the mix of programming, price and promoting influences young people’s attendance at Sheffield Theatres. With plenty of useful information from the research, evaluation of the activities and recommendations for action, this is useful reading for anyone else seeking to engage young audiences with theatre performances. Review
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Targeting The Now Generation: A Case study on marketing the arts to 15-19 year olds
Ed Liz Hill, commissioned by MAX - Marketing the Arts in Oxfordshire
Pub: Arts Marketing Association 2001 ISBN 1 903315 05 0 £10
Based on a three year programme by MAX – Marketing the Arts in Oxfordshire who worked with a wide range of organisations including Apollo Theatre, Museum of Modern Art, Pegasus Theatre, Oxford Playhouse and Cherwell District Council.  It focuses on young people as individuals rather than in groups, and looks at what we already know about young people and then the results of MAX’s research.  It then outlines the integrated programme of marketing and audience development undertaken by MAX as a result of the research, and has careful evaluation of this.  Useful stuff.
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Commissioning Market Research
By Liz Hill
Pub: AMA (members price £7.50)£10.00 ISBN 1903315034
A well-structured guide to the whole process, starting with why do market research; through writing a research brief and selecting a researcher; working with researchers; to evaluating a research report. Useful information on a whole range of issues including sampling, survey data collection and questionnaire design. A very useful little book.
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It's For You: Telemarketing for arts organisations
By David Dixon
Pub: AMA 2001 ISBN 1 903315 04 2 £10
Aimed at those selling tickets and anyone else in marketing or fund-raising that needs to make effective use of the telephone to communicate with the public – for information gathering and research as well as recruitment and sales. It covers why use the phone; the place of the telephone in customer relationship management; planning, budgeting and managing telemarketing; mobile phones, text messaging etc; legal and ethical matters; and case studies of a wide range of types of campaigns within the arts. Very useful guidance.
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Is it Time for Plan B?
by Heather Maitland
Pub: AMA £2.50 (members) £4.50 (Non-members) 2000 ISBN 1-903315-01-8
Considerable pressure is often put on marketers to develop audiences for new work, with extremely high targets being set and a perception that audiences do not want to experience new work! Heather Maitland has pulled together the findings of research from dozens of individuals and organisations into the marketing of new work. Review
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Making Sense of Place: New approaches to place marketing
By Chris Murray
Pub Comedia 2001 ISBN 1873667183  £9.00
An important critique of place marketing practice.  It promotes an inter-disciplinary and creative approach to understanding places as complex and multi-faceted cultural entities.  Based on research of current practice, sections include 'From Images to Icons', 'Place, Identity and Self', and 'Defining the Solution'.  Its alternative approach is applicable to Cultural Planning and Development as well as place marketing. Review
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A Guide to Audience Development
by Heather Maitland
Pub: Arts Council of England 1997 free ISBN 0 7287 0750 0
This valuable handbook defines audience development, and considers why develop audiences?, what does audience development do? and what does audience development involve? It then provides a step by step guide to developing and managing audience development projects including case studies from a wide range of organisations.
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Marketing Culture and the Arts
By Francois Colbert, Jacques Nantel, Suzanne Bilodeau
Pub: HEC Montreal  2001  ISBN 2891055527

Review

Standing Room Only - Strategies for Marketing the Performing Arts
by Philip Kotler and Joanne Scheff
Pub: Harvard Business School Press 1997 ISBN 0875847374

When the Arts Marketing Association Conference audience was asked to put their hands up if they'd got a copy of this one, a forest of hands were raised. Probably "the" seminal text on its subject. Hardback only (hence the price) and no likelihood of a paperback version. This book also takes a look at the wider issues of fundraising and development, admittedly from a US perspective, but there is much to learn which is equally transferable to the UK. Well worth the investment.

Arts Ambassadors Unit
By Kim Haygarth
Pub Arts About Manchester 2001 £12.50 [£15.34 inc p&p]
This report charts the work of Arts About Manchester’s Arts Ambassadors Unit to increase the representation of Greater Manchester’s sizeable black communities in the overall cultural scene. It is a series of case studies, selected to draw out some of the universal truths of the project (both positive and negative) for the wider application by arts organisations everywhere. The report draws on the wealth of activity of the Unit which created active unions between artists, venues and audiences, and its findings are based on formal evaluation, experience and observation. With accompanying CD-Rom.
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Family Friendly: the final report
Pub Arts About Manchester 2001 £12.50 [£15.34 inc p&p]
“Families aren’t just for Christmas (oh no they are not).” This is the report of a 3 year collaboration between Arts About Manchester and venues, marketers, curators and artists to see what could be done to better match the needs of this active market across the calendar year. It is a useful sharing of their experiences with case studies in the book, and on the CDRom that accompanies it there are further reports and samples of the promotional material produced throughout the project. It aims to build a fuller understanding of how to meet family needs as well as practical solutions to help create a more inclusive and Family Friendly environment. Review
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Data Protection: A Guide to the Data Protection Acts and Their Implications for managers in the arts and entertainment industry
by Roger Tomlinson
Pub: AMA 2000 £12.50, (£7.50 AMA/TMA members) ISBN 190331500X
Essential guidance for managers, ticket sales, marketing and fundraising staff in how to handle customer data and stay legal. It covers the principles of the new legislation, defines terms, and then provides excellent notes on practical matters such as what to say to customers on the telephone.
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Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions
By Sue Runyard and Ylva French
Pub: AltaMira Press 2001
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Marketing the Museum
By Fiona McLean
Pub Routledge 1987 ISBN 0415152933

This book starts with a discussion on the purpose of the museum and then considers the rise of marketing in capitalist countries, and the need for translation of the theories for museum marketing. Issues and challenges facing museums are covered, and then the book gives practical pointers on techniques that museums can use to understand their public and learn about their needs. Remaining chapters cover what is the 'product', communication or promotion, income generation, marketing planning, and positioning marketing at the centre of the organisation.

Culture Incorporated: museums, artists and corporate sponsorships
By Mark W Rectanus
Pub University of Minnesota 2002 ISBN 0816638527 £16.99
Commercial branding explored through current sponsorship packages with museums in the USA and Germany.  How sponsorship is a function of corporate cultural politics, and cannot be isolated from social and political agendas, and the degree to which corporate cultural politics can influence, define and shape culture.
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Don’t Just Applaud – Send Money! The most successful strategies for Funding and Marketing the Arts
By Alvin H Reiss
Pub Nick Hern 2000 ISBN 1559361050

If you’re so brilliant… How Come Your Marketing Plans Aren’t Working?
By Malcolm McDonald
Pub Kogan Page 2002 ISBN 0749443726X out of print
A nicely presented small book that concentrates on key concepts and does not dwell too much on theory. It has a strong practical bias and includes explanations, models and a series of tests and exercises (with answers) on your current practice, the diagnosis of problems and checking your understanding of issues. This book is action-orientated and definitely engaging of your attention. It should enlighten you on how marketing planning fits in with corporate planning, what the marketing planning process should involve, defining markets and segments, what a plan should contain, setting marketing objectives and strategies, sales, advertising, pricing, sales promotion, distribution and customer service. Review

The New Marketing: Transforming the Corporate Future
By Malcolm McDonald and Hugh Wilson
Pub Butterworth Heinemann 2002 ISBN 0750653876 £21.99 [£26.09 inc p&p]
Malcolm McDonald is one of the clearest writers around on marketing and he has twice been a speaker at AMA events, most recently at the 10th Birthday Conference in October 03. Marketing, the author says, is about value exchange between customer and supplier. Customer behaviour patterns have changed with people alternating between being cyber-consumers and traditional buyers, and with the help of information technology, customers are highly informed about suppliers. There is the need to “take all that is best in traditional marketing, supplemented by some new techniques and use it to drive markets by creating superior value propositions”. This, the authors call New Marketing. Their map of marketing covers their “define markets and understand value”, “as set base”, “determine value proposition”, deliver value proposition” and “monitor value”. A worthwhile read.
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Creating Powerful Brands
By Leslie de Chernatony & Malcolm McDonald
Pub Butterworth Heinemann 2003 3rd Edition ISBN 0750659807

The revised and updated 3rd edition builds on the successes of previous editions. An important and influential resource for those developing brands. The book covers why it is important to create powerful brands, understanding the branding process, brands on the internet, how powerful brands beat competitors, the challenge of developing and sustaining added values, brand evaluation, and brand management in different sectors, including management in different sectors, including business to business branding and service brands.

Great Answers to Tough Marketing Questions
by P R Smith
Pub Kogan Page 2003 2nd Edition ISBN 0749430184

Review

The Invisible Grail: in search of the true language of brands
By John Simmons
Pub Littlehampton Book Services 2003 ISBN 158799156X

All brands want to be loved. Creating that positive emotional connection between product and audience is the holy grail of brand management. But not all brands achieve this goal. How can they bring themselves closer to their customers and their own people? This book argues that the secret already exists within most businesses, within the power of the brand’s verbal identity – the words and stories that are used to represent what the brand stands for. With Innocents, Starbucks, Microsoft, Orange, and Lush on the journey, the Invisible Grail shows you how to harness the power of language.

Words that Sell: the Thesaurus to help you promote your products, services and ideas
by Richard Bayan
Pub: Contemporary Books, 1984 £10.99 ISBN 0809247992
A popular title - over 2,500 words, phrases and slogans are listed (including 65 other ways of saying 'fun'), enabling you to avoid the 'nth use of 'exciting' or 'innovative'. From the States, but translates reasonable well to the UK. Includes a copywriting primer and lists for special strategies. Review
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More Words That Sell
By Richard Bayan
Pub McGraw Hill 2004 ISBN 0071418539 £11.99 [£15.14 inc p&p]
A follow-on from Words That Sell, designed to be used alongside the original, taking the concept to the next level with specialised lists of words and phrases you can use to fine-tune your copy and target it to specific audiences. It includes lists of words and phrases for niche markets including non-profit fund-raising, young people, seniors, and particular purposes such as "upscale" "emotional" and "celebral" verbs to add muscle, physical words, and "magic response" words. A useful resource and fun to browse.
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Phrases That Sell: The Ultimate Phrase Finder to Help You Promote Your Products, Services, and Ideas
By Edward Werz and Sally Germain
Pub McGraw Hill 1998 ISBN 0809229773 £8.99 [£12.36 inc p&p]
This is more than a phrase finder as it has a chapter on How to Write Copy That Sells, another on Seven Steps to Writing Winning Slogans, and then the lists - including Credibility, Effective, Special Features, Fun, Unique, Service etc., etc. Useful stuff.
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Effective Customer Care
by Amanda Knight
Pub: DSC 1999 £10.95 ISBN 1 900360 36 5
Covering everything from the notion of who is a customer to handling complaints and developing effective relationship management, this book provides the starting point for developing a customer care policy. It even includes sample questionnaires for monitoring and evaluating customer care. AMA Review
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The DIY Guide to Public Relations
by Moi Ali
Pub: DSC 2nd edition 1999 £12.50 ISBN 1 900860 53 5
Written specifically for charities and voluntary organisations, this book covers media relations, internal PR, event management, publication, copywriting, photography, exhibitions, videos, advertising and sponsorship and useful section on using PR consultants. An excellent beginners' guide. AMA
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Arts in England 2003: attendance, participation and attitudes
By Clare Fenn, Ann Bridgwood, Karen Dust, Lucy Hutton, Michelle Jobson, Megan Skinner
Pub: Arts Council England 2005 £12 ISBN 0-7287-1064-1
This report presents the findings of a study of attendance, participation and attitudes to the arts in England. The study, which is the fourth in a series commissioned by Arts Council England, was carried out by the Office for National Statistics (ONS) between September 2003 and January 2004.
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Logos - Logo, Identity, Brand, Culture
By Conway Lloyd Morgan
Pub Rotovision, 1999, £22.50, ISBN 2880463289

Review

Raving Fans! : A Revolutionary Approach to Customer Service
By Ken Blanchard & Sheldon Bowles
Pub Harper Collins 1998 ISBN 0006530699 £6.99 [£9.59 inc p&p]
Satisfied customers just aren't good enough, what you need are raving fans….. A small easy-read book that works from the premise that customers are central to any type of organisation (hospital, professional practice, business, etc) and that goods aren't sold but products and services are BOUGHT. Some fundamental truths are delivered in a simple, understandable and enjoyable form. Decide, Discover and Deliver are the principles established through the story of Charlie, the Area Manager.
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Don’t Make Me Think
By Steve Krug
Pub New Riders 2000 ISBN 0789723107

"Don't Make Me Think" is Krug's First Law of Usability for Websites. The design and layout should be so good that the user knows where they are, what they can find there, and where to click. The book is useful for those designing websites and for those commissioning others to do so. Much of it is common sense, but it is common sense, well-presented and explained clearly. Sections cover conventions, visual hierarchies, navigation bars, what's clickable, omitting needless words, designing home pages, and visibility testing. Review

Homepage Usability: 50 Websites Deconstructed
By Jakob Nielson & Marie Tahir
Pub New Riders 2002 ISBN 073571102X £30.99 [£37.33 inc p&p]
This examines the effectiveness of 50 homepages, chosen because of the popularity of or prominence of the company, government agency or non-profit institution they represent.  It has a chapter per site with an illustration of the home page, a breakdown on percentage use of space and then a detailed critique and strategies for improving its effectiveness.  Some of the criticisms are great – “this page suffers from vapid homepage chic, including vacuous whitespace, gratuitous stock art graphics, and trendy all-lowercase titles.  It would be better off trying to look less hip and being more informative”.  A very useful resource.
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Review

Designing Web Usability: The Practice of Simplicity
By Jakob Nielson
Pub New Riders 1999 ISBN 156205810X

Review

Web M@rketing In A Week
By J. Jonathan Gabay
Pub Hodder & Stoughton 2002 ISBN 0340849649 £6.99 [£9.59 inc p&p]
A big subject broken down into simple steps that can be learnt in just one week – whether you feel quite new to it or need to brush up your existing knowledge. Sunday: A wider web market, Monday: the web marketing.com mix, Tuesday: web business tactics, Wednesday: your web home, Thursday: web research, Friday: web copy, Saturday: climbing higher. It also covers how web marketing adapts to your brand, how to promote a web brand, the synergy between traditional marketing and web marketing and how to produce creative web copy.
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Direct and Database Marketing : targeting, interacting, continuity and control
by Graeme McCorkell
Pub: Kogan Page/Institute of Direct Marketing 1997 £19.95

This book explains how technology has changed the four Ps to the list in the subtitle above. It covers how databases work, what makes people respond and keep responding, when relationship marketing works - and when it does not, how to listen to what customers do (rather than what they say), and secrets of successful direct response advertising. Review

DIY Direct Marketing
By Judith Donovan
Pub: Kogan Page 2001 ISBN 0749433043

Review

Customer Relationship Management: Perspectives from the marketplace
By Simon Knox, Stan Maklan, Adrian Payne et al
Pub Butterworth Heinemann 2003 ISBN 0750656778

Review

Relationship Marketing: Creating Stakeholder Value
By Martin Christopher, Adrian Payne, David Ballantyne
Pub Butterworth Heinemann 2002 £19.99 ISBN 0750648392

Review

Relationship Marketing for Competitive Advantage: Winning and keeping customers
By Adrian Payne, Martin Christopher, Moira Clark
Pub Butterworth Heinemann 2000 £21.99 ISBN 0750640170 [£26.09 inc p&p]
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Cause Related Marketing - Who cares Wins
By Sue Adkins
Pub Butterworth Heinemann 1999 ISBN 0750644818

Sue Adkins is Director of Cause Related Marketing for Business in the Community and an international expert in the subject. She has been instrumental in defining, identifying and exposing the benefits of Cause Related Marketing to businesses and causes in the UK. The book covers: Cause Related Marketing in Context; Who Cares, Why Care?; Application of Cause Related Marketing; and Towards Excellence - The Principles and the Processes. The book draws on the results of research in the UK, and there are ample case studies, both UK and international.

Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes
By Margaret Mark & Carol S Pearson
Pub McGraw Hill 2001 ISBN 0 07 1407618 £10 [£14.15 inc p&p] Special Offer
How to make your brand irresistible … Behind every great brand is a great story. Here an advertising guru and a psychologist team up to explain how marketers can make their brands or products invincible by discovering the “soul” of your brand, and then express that “soul” in ways that tap into universal stories or archetypes. From your product category essence will you match it to the innocent, the explorer or the sage; the hero, the outlaw, or the magician; the regular guy/gal, the lover or the jester? Interesting stuff and good on examples and evidence.
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No Logo: No Space, No Choice, No Jobs
By Naomi Klein
Pub Flamingo 2001 ISBN 0006530400 £8.99 [£12.55 inc p&p]
An important book of our time. A convincing analysis of the rise of the superbrand and tracking the birth of resistance to it. As Naomi Klein says in the introduction “The book is an attempt to analyse and document the forces opposing corporate rule, and to lay out the particular set of cultural and economic conditions that made the emergence of that opposition inevitable. “No Space” examines the surrender of culture and education to marketing, “No Choice” reports on how the promise of a vastly increased array of cultural choice was betrayed by the forces of mergers, predatory franchising, synergy and corporate censorship. “No Jobs” examines the labour market trends that are changing working patterns and relationships.
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Convergence Marketing: Strategies for reaching the new hybrid consumer
By Yoram (Jerry) Wind, Vijay Mahajan
Pub Financial Times, Prentice Hall 2002 Hardback ISBN 0130650757

Crossing the Line - Extending Young People's Access to Cultural Venues
by John Harland and Kay Kinder
Pub Calouste-Gulbenkian 1999 out of print ISBN 0903319918
The Arts Council co-commissioned the research behind this report to consider the issues of young people's attendances at cultural venues declining as they progress through their teens. The book reviews current literature, audits recent initiatives and includes new research. It proposes the idea of some young people as 'cultural mentors' to their peers, and ends with a thought provoking list of statements and questions for arts managers and others to consider. Review

Boxing Clever: getting the most out of the Box Office
by Roger Tomlinson
Pub: Arts Council of England 1993 out of print ISBN 0 7287 0672 5
This describes itself as a manual on how to develop the Box Office beyond ticketing and use Box Office data for marketing. Twenty possible uses are given for Box Office data - from evaluating responses to marketing to seeking sponsorship contacts. Designed to be dipped into as needed, the book covers the place of the Box Office at the heart of marketing, managing the Box Office to make friends not enemies, the relationship between customer and staff, the data it is possible to compile in customer records, data protection, handling the data and analysing its contents, profiling the catchment area and the audience, direct marketing and managing sales. It is very thorough, and was based on research into real examples. Recommended.

Box Office Marketing Guides
by Roger Tomlinson
Pub: Arts Council of England 1998 £12 out of print
Hands on /how to instructions for techniques described in Boxing Clever. A set of 10 guides providing a step by step approach to capturing information from ticket buyers, managing and extracting data recorded in computerised box office systems, and making the key calculations and analyses necessary for understanding and interpreting this for marketing purposes.

See also the Arts Marketing Association (AMA) list for more Marketing titles.

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