Consumer Behaviour And The Arts

Although the literature on marketing of the arts is abundant, very few (if any) full-length works have examined the other side of the coin and closely studied the people who consume the products of the cultural industry. This book offers a summary of the knowledge garnered in recent decades by researchers exploring consumer behaviour in arts and culture. Each chapter explores a different aspect of consumer behaviour in the arts by answering the following questions: What do we know about this aspect of consumer behaviour in general? What do we know about this aspect as it relates to the consumption of art works or cultural experiences? What are the practical implications of this knowledge for managers working in the arts? What are the implications for researchers in this field? This book fills the need for scientific and practical knowledge about the people who consume arts and culture and will therefore be of particular interest to managers of cultural venues and institutions, to students or teachers in arts management training programs, to researchers in the field, to public policymakers in arts and culture, and to anyone directly or indirectly involved in creating, promoting and distributing artistic and cultural products.

Introduces a services marketing approach to the cultural sector Practical approach focuses on managerial decisions in the arts world Incorporates examples from across the arts sector

The Semiotics of Consumption: Interpreting Symbolic Consumer Behavior in Popular Culture and Works of Art (Approaches to Semiotics).

Taking a new approach to a relatively underexplored area, this book examines the concept of authenticity and its relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism. Presenting data from interviews with managers and consumers, and summarising and critiquing recent developments within the field, From Arts to Marketing is a timely and much-needed addition to literature and will be useful to those researching consumer behaviour, brand management and marketing more generally.

This exploration of marketing and consumer behaviour comprises original articles, both theoretical and empirical, and serves as a sourcebook for those interested in consumption and managerial consequences. Issues discussed include: elements of the marketing mix; advertising and promotion; relationship management; managerial intervention and stakeholder response; organization behaviour; economic development; class-and-gender-linked consumer behaviour; and the production of consumption. They are examined using anthropological perspectives and methods ranging from materialistic to semiotic.

Analyzing the relationship between the arts and business, this book offers an in-depth perspective on the increasingly common art-based strategies adopted by enterprises in various industries, with a focus on luxury sector. Pursuing an exhaustive, systematic, evidence-based and interdisciplinary approach, it explores the limits of potential strategic collaborations between the two fields. In addition, the book provides a structure for this field of inquiry, offering a solid basis for future research and highlighting the benefits of art-based strategies for executives. Each research strand explored in this book is supported by a representative case study.

This book draws from art history, photography and visual studies to develop an interdisciplinary, image-based approach to understanding consumer behaviour.