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

Wiid, Ria and Mora-Avila, Paulo (2017) Arts Marketing Framework: The Arts Organisation as a Hub for Participation. Journal of Public Affairs. ISSN 1472-3891 Online: 1479-1854 (In Press)

[img] Text (Framework for the marketing of arts)
Arts marketing JPA 2017.pdf - Published Version
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Marketing of Arts and public affairs final accepted for publication.pdf - Accepted Version
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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 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: Academic Departments > Worcester Business School
Related URLs:
Depositing User: Ria Wiid
Date Deposited: 13 Mar 2017 09:17
Last Modified: 14 Mar 2017 09:37
URI: https://eprints.worc.ac.uk/id/eprint/5407

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