Museum Marketization

Museum Marketization

Cultural Institutions in the Neoliberal Era

Ekstroem, Karin M.

Taylor & Francis Ltd






15 a 20 dias


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Introduction, Karin M. Ekstroem. PART I: Marketization of cultural institutions: tensions between arts and business. 1 Ref lections on the marketization of art in contemporary neoliberal capitalism, Kirsi Eraranta, Johanna Moisander, and Visa Penttila. 2 High-end contemporary art: art for art's sake or art for mart's sake? Russell Belk. 3 The marketization of regional film production: a strategy for economic growth, Roger Blomgren. 4 Between market and culture: the case of the Gothenburg Book Fair, Elena Raviola, Jaan Grunberg, Josef Pallas, and Claes Thoren. PART II: Market orientation of museums: redefining the museum's role. 5 Cultural policy effects on the marketing orientation in London art museums, Victoria D. Alexander. 6 Art, finance, politics, and the art museum as a public institution, Derrick Chong. 7 Hip heritage and heritage pasts: tensions when re-fashioning museum culture, Lizette Graden and Tom ODell. 8 Market orientation as the epicentre of art museums: museum shops, fashion exhibitions and private collections, Karin M. Ekstroem. PART III: Cultural institutions and marketing tools: branding and sponsorship. 9 Sparkling museums: the marketization of art institutions in the heritage city, Fabrizio Panozzo. 10 Country branding through the arts: the role of museums in positioning a nation on the global market, Victoria Rodner, Chloe Preece, and Yu-Chien Chang. 11 Integrated partnerships in cultural sponsorship: the cases of Guggenheim-UBS and MFA Boston-Fleet, Ragnar Lund and Stephen A. Greyser. 12 A history of cultural sponsorship in Sweden: a new market in marketing, Marcus Gianneschi and Oskar Broberg.
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arts marketing; consumption; cultural institutions; international cultural institutions; market orientation; museums & galleries; museum marketization; neoliberal market ideology; neoliberal policies; sustainability