Museum and Performing Arts Marketing: The Age of Discovery

Ruth Rentschler

58 citations0/0 files storedThe Journal of Arts Management Law and Society

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Museums and Cultural Heritage Marketing and Advertising Strategies Libraries and Information Services

Abstract

Trends in museum and performing arts marketing from 1975 to 1994 were analyzed and suggested that a third period was emerging; the data in this article confirm that claim. Among the latest arts marketing articles, there is a significantly greater focus on marketing strategy than on the other two categories--marketing as culture and marketing as tactics.

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1995Visitor Meaning‐Making in Museums for a New Age 1997Marketing the Museum 1998Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources 2000Marketing Cultural Organisations: New Strategies for Attracting Audiences to Classical Music, Dance, Museums, Theatre and Opera 1999Knowing the public. A review of museum marketing literature and research 1997The Museum and the public 1998Museum and Performing Arts Marketing: A Climate of Change 1995An Analysis of Differences Between Visitors at Natural History Museums and Science Centers

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2006A STRATEGIC LOGIC FOR ARTS MARKETING 2006Exploring repurchase intention in a performing arts context: who comes? and why do they come back?2018Almost like being there? A conceptualisation of live-streaming theatre 2010Arts Marketing Performance: An Artistic-Mission-Led Approach to Evaluation 2012Drivers, impediments and manifestations of brand orientation

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