Museum Marketization (eBook, ePUB)

Cultural Institutions in the Neoliberal Era
Redaktion: Ekström, Karin M.

• Format: ePub

Produktbeschreibung

This wide-ranging book explores the impact of marketization on the creative industries. With critical perspectives from a variety of disciplines and global experts, numerous examples from international cultural institutions are employed to illuminate the topic.

Culture and business have become increasingly intertwined, and cultural institutions need to be aware of their place in the market. Commercial awareness, which was previously disparaged, is now seen as a legitimate and necessary response to increased competition, enhancing experience, increasing accessibility, broadening inclusivity and sustainable futures with diminishing funding. The contributions to this book highlight that marketing, public relations, sponsorship and fundraising have become integral to the survival of many museums, galleries and events.

Of interest to students and scholars across topics such as arts marketing, arts administration, heritage marketing and museum studies, the book is also insightful for reflective practitioners in the creative sector.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 242
• Erscheinungstermin: 6. Dezember 2019
• Englisch
• ISBN-13: 9780429686061
• Artikelnr.: 58392026

Autorenporträt

Karin M. Ekström is a professor in marketing at University of Borås, Sweden.

Inhaltsangabe

Introduction
Karin M. Ekström. PART I: Marketization of cultural institutions: tensions between arts and business. 1 Ref lections on the marketization of art in contemporary neoliberal capitalism
Kirsi Eräranta
Johanna Moisander
and Visa Penttilä. 2 High-end contemporary art: art for art's sake or art for mart's sake? Russell Belk. 3 The marketization of regional film production: a strategy for economic growth
Roger Blomgren. 4 Between market and culture: the case of the Gothenburg Book Fair
Elena Raviola
Jaan Grünberg
Josef Pallas
and Claes Thorén. PART II: Market orientation of museums: redefining the museum's role. 5 Cultural policy effects on the marketing orientation in London art museums
Victoria D. Alexander. 6 Art
finance
politics
and the art museum as a public institution
Derrick Chong. 7 Hip heritage and heritage pasts: tensions when re-fashioning museum culture
Lizette Gradén and Tom O¿Dell. 8 Market orientation as the epicentre of art museums: museum shops
fashion exhibitions and private collections
Karin M. Ekström. PART III: Cultural institutions and marketing tools: branding and sponsorship. 9 Sparkling museums: the marketization of art institutions in the heritage city
Fabrizio Panozzo. 10 Country branding through the arts: the role of museums in positioning a nation on the global market
Victoria Rodner
Chloe Preece
and Yu-Chien Chang. 11 Integrated partnerships in cultural sponsorship: the cases of Guggenheim-UBS and MFA Boston-Fleet
Ragnar Lund and Stephen A. Greyser. 12 A history of cultural sponsorship in Sweden: a new market in marketing
Marcus Gianneschi and Oskar Broberg.