Preface Part I: Macro Arts Marketing Issues
1. Postmodernism and Arts Marketing
2. Cultural Economics and Arts Markets
3. Politics, Arts and Markets
4. Arts Marketing and Ethics Part II: Artists and their Managers
5. The Artist as Marketer and Entrepreneur
6. Arts Managers' Career Insights and their Marketing Implications
7. The Art of Marketing Arts Marketing to Artists Part III: Arts Organizational Management and Strategies
8. Organizational Identity and Marketing in the Arts
9. Mission Statement to Mission Fulfilment: The Role Marketing Plays
10. Traditional vs. Entrepreneurial Marketing of Arts/Culture
11. Audience Valuation and Pricing the Performing Arts
12. Interactions between, and Effects of, Government Support on Fundraising and Marketing Efforts of Nonprofit Arts Organizations
13. 'Walk through the Doors. Be our Guest.': How Important are Partnerships to Enable Multicultural Groups to Attend Arts Events?
14. Web Strategies for Engaging Audiences
15. Arts Marketing and Web
2.0 Based Audience Development Initiatives
16. Using Social Media to Enhance the Customer Attendance Experience
17. Leveraging Social Media to Engage and Retain Arts/Culture Organization Donors, Members and Volunteers Part IV: Consumption Perspectives
18. Consuming the Arts
19. Consumption Criteria in Arts Marketing
20. Lessons from Arts Experiences of Individuals
21. Consumer Motiviation and the Arts: Conceptualizing a Motivation-Benefit Model for Understanding Tourists as Audiences
22. Membership and Subscription in the Performing Arts: What have we Learnt During the last 35 Years?
23. Art Collecting as Personal and Public Practice in a Digital Age
24. Gaining Deeper Insight into Audiences and Artists: The use of Auto-Ethnography in Arts Research Part V: The Marketing of Specific Arts
25. The Books Business: Fifty Shades of Grief
26. Film Marketing
27. Fine Art Marketing and Consumption
28. Museum Marketing: Measuring Retail Performance
29. Pricing in Contemporary Museums: The Strategic Turn
30. The Special Challenges of Marketing the Arts Festival
31. The Fluidity of Value as a Social Phenomenon in the Visual Arts Market
32. The Art Fair as a Metaphor of the Art World
33. Distributing Visual Artworks: Challenges and Perspectives
34. Theatre, Audiences and the Arts Market
35. The Marketing of Orchestras and Symphony Concerts
36. Creating the Opera Habit: Marketing and the Experience of Opera