Creative Arts Marketing (2nd Edition)Liz Hill, Catherine O’Sullivan & Terry O’Sullivan An extremely welcome
update for a standard in the arts marketers’ library! Each section is introduced within the context of current thinking and finishes with case studies and exercises allowing students to put reading into practice – if they want to! In between, there are definitions, discussions and debates that take the reader from theory to practical application and back in an eminently readable way that works as well for introducing the basics to those new to the subject as it does as a refresher or confidence builder for those with more experience. This revised edition includes a plethora of recent case studies and examples as well as exploring developments such as SMS text messaging as a promotional tool. The examples are mostly but by no means exclusively drawn from UK arts organisations (Australia and the USA also feature strongly) and they are deftly chosen to bring a feeling of real relevance to topics that could otherwise feel overly theoretical if the reader’s interest was strictly practical and non-academic. Instead, the text engages and informs at many different levels and, as both overview and practical guide, it has proved an invaluable resource over the years. This revised edition brings the debates, applications and issues bang up to date and thus ensures it will remain indispensable to anyone concerned with attracting audiences and participants for the arts for years to come.
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