Arts Marketing

Arts Marketing focuses on a variety of sectors within the arts and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this contributed text demonstrates the most effective means of marketing in specific areas of the arts, with each chapter having been written by a specialist in the field.

Although primarily focusing on the UK market, the subject has global relevance and appeal, and policy is evaluated on national, European and supranational levels. Specialist topics dealt with range from the marketing of the theatre, opera, and museums, through to the film industry and popular music.


Dr Peter Fraser is Senior Lecturer in Marketing at the University of Hertfordshire. He gained an MA degree in English Literature and Language from the University of Edinburgh followed by an MSc in Business Economics from London Business School. Before moving into academic life he obtained a wide range of management and marketing experience in both public and private sector organisations, working in sectors ranging from health services to arts video distribution. His PhD thesis, adopting a complexity perspective, highlighted some ways in which business schools currently fail to address many important aspects of how people survive financially and lead a life outside the organisation. Peter is a member of the Complexity and Management Centre at the University of Hertfordshire Business School. Currently Secretary of the Academy of Marketing, he is also an active member of the Academy's Special Interest Group in Entrepreneurial and Small Business Marketing.

Finola Kerrigan is a lecturer in Marketing at King's College London. She is currently completing a PhD in marketing in the European film industry at the University of Hertfordshire Business School where she is a member of the Film Industry Research Group. She is also a visiting lecturer on the MA in Film and Television Production at Royal Holloway, The University of London. Her research focuses on marketing of the arts, specifically film and she has published and presented at national and international conferences in this area. She is a member of the Academy of Marketing and the Arts and Heritage Special Interest Group of the Academy of Marketing, The International Arts Marketing Association and the British Academy of Management.

Dr Mustafa zbilgin is Lecturer in Human Resource Management and Industrial Relations at the University of Surrey, School of Management. His research is in the field of cross-national and comparative employment relations, with specific focus on equal opportunities, diversity, ethics and change. With particular reference to this book, he researches in the field of ethics in arts management. He is currently the co-chair of the Diversity Action Research Group, funded by the Chartered Institute of Personnel and Development. The group has ten institutional members, all large and complex organisations, from public, private and voluntary sectors in the UK. He is the co-author of a monograph titled, Banking and Gender: sex equality in the financial services sector in Britain and Turkey (published by IB Tauris, Palgrave).