Innovative Arts Marketing

A guide to marketing arts events, products and organisations with case studies.
Over the past decade, increasing emphasis has been placed on management in the arts. It is no longer sufficient for arts administrators to understand the creative aspects of their field; they also need a solid grounding in management and business principles.

Innovative Arts Marketing provides an introduction to basic marketing principles and how they apply to the arts. Case studies examine a range of small and large performing, visual, literary, community and multimedia arts organisations from around Australia, including the Museum of Contemporary Art, the Melbourne Symphony Orchestra and Kooemba Jdarra, a Brisbane-based indigenous performing arts company. They show how organisations have made the shift from a product to a market focus by using innovative arts marketing practices.
Innovative Arts Marketing is essential reading for arts administration professionals and an ideal introduction for students.

'Innovative Arts Marketing presents a diverse range of examples from all major sectors of the arts which I'm sure will be a tool and a stimulus for ideas for arts organisations throughout the country.'
Margaret Seares, Chair, Australia Council


Table of Contents:

About the Author
Ruth Rentschler teaches in arts and entertainment management in the Bowater School of Management and Marketing at Deakin University, Burwood. She is editor of the Making it Happen: The Cultural and Entertainment Industries Handbook and Shaping Culture.