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Colbert, F. et al., Marketing Culture and the arts, 4th edition
Montréal: Chaire de gestion des arts, Presses HEC, 2012. http://www.gestiondesarts.com/en/publications/educational-resources/
This book is written for managers of cultural enterprises of all types, whether large or small, non-profit or commercial, local or international, part of the cultural industry or a creative venture. In addition to presenting basic marketing concepts, it discusses how these have traditionally been applied and, most importantly, how they apply to the specific context of culture and the arts. For cultural managers interested in marketing, this book offers an analytical framework and a series of reflections that will help them assess their current practices while providing a frame of reference for selecting future courses of action.
Marketing Culture and the Arts is a useful tool for anyone seeking to understand how marketing works within the cultural context and to familiarize themselves with the unique challenges posed by artistic products in the choice of marketing strategies.
This book is a valuable resource not only for managers in the cultural milieu, but also for public administrators, private-sector managers in charge of corporate sponsorship, marketing students, and service providers.
The book has already been published in several languages (French, English, Russian, German, Chinese, Korean, Italian, Spanish, Serbian and Ukrainian) and further translations are under way.