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Arts Marketing Framework: The Arts Organisation as a Hub for Participation

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Wiid, Ria ORCID: https://orcid.org/0000-0002-8454-7833 and Mora-Avila, Paulo (2018) Arts Marketing Framework: The Arts Organisation as a Hub for Participation. Journal of Public Affairs, 18 (2). e1657. ISSN 1472-3891 Online: 1479-1854

Text (Framework for the marketing of arts)
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Official URL: http://onlinelibrary.wiley.com/doi/10.1002/pa.1657...

Abstract

The proliferation of artistic content, increased mobility of people, ethnic diversification, and increased scarcity of time outside of work against a backdrop of austerity requires an integrated approach to marketing within the arts. This paper proposes a framework for the marketing of arts based on participation, cocreation, and social networks. Additionally, the framework considers the role of self‐construal in the participation of arts.

Item Type:	Article
Additional Information:	Staff and students at the University of Worcester can access the full-text via the UW online library search. External users should check availability with their local library or Interlibrary Requests Service.
Uncontrolled Discrete Keywords:	art, marketing framework, self-construal, marketing within the arts, cocreation, social networks
Subjects:	H Social Sciences > H Social Sciences (General) N Fine Arts > NX Arts in general
Divisions:	College of Business, Psychology and Sport > Worcester Business School
Related URLs:	Publisher UNSPECIFIED
Depositing User:	Ria Wiid
Date Deposited:	13 Mar 2017 09:17
Last Modified:	28 Sep 2020 09:27
URI:	https://eprints.worc.ac.uk/id/eprint/5407

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