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New Horizons in Arts, Heritage, Nonprofit and Social Marketing

Arts, heritage, non-profit and social marketing today comprise key components of the contemporary marketing management scene. Governments, charities and voluntary sector organisations throughout the world are increasingly involved in the development of marketing campaigns, and more and more of these organisations are likely to be at the cutting edge of the application of the very latest marketing methods. Research in the arts, heritage, non-profit and social marketing fields is intellectually rigorous, relevant for user communities, and has a great deal to offer to marketing theory as well as to promotional practice. This book presents a collection of stimulating articles that report some of the freshest and most innovative research and thinking in the authors’ specialist domains. Collectively the chapters offer a balance of empirical and conceptual research in arts, heritage, non-profit and social marketing. They explore new ideas, challenge pre-existing orthodoxies, develop knowledge, and demonstrate the epistemological importance of current research in these critical areas. This book was originally published as a special issue of the Journal of Marketing Management.

The purpose of this paper is to address this theoretical gap by drawing on the
marketing and leisure literature to understand members' consumption of Tate
using the involvement construct. Tate, a portfolio of four art museums in the UK,
has more than 90,000 members that receive a benefits package in return for a
membership fee. Data were collected using an interpretive, qualitative approach.
A total of 59 face-toface semi-structured interviews were conducted with Tate
Members ...

The Routledge Companion to Arts Marketing

The relationship between the arts and marketing has been growing ever more complex, as the proliferation of new technologies and social media has opened up new forms of communication. This book covers the broad and involved relationship between the arts and marketing. It frames "arts marketing" in the context of wider, related issues, such as the creative and cultural industries, cultural policy and arts funding, developments in the different art forms and the impact of environmental forces on arts business models and markets. The Routledge Companion to Arts Marketing provides a comprehensive, up-to-date reference guide that incorporates current analyses of arts marketing topics by leaders of academic research in the field. As such, it will be a key resource for the next generation of arts marketing scholars and teachers and will constitute the single most authoritative guide on the subject internationally.

The theories ofnonprofit behavior and empirical evidence ofdonor and organiza-
tion motivation can be used to structure more effective financing options and to
better position the organization financially in the face of policy changes.