Includes bibliographical references and index.

1. Marketing the arts / Daragh O'Reilly and Finola Kerrigan -- 2. Challenging conventions in arts marketing : experiencing the skull / Alan Bradshaw ... [et al.] -- 3. The artist in brand culture / Jonathan E. Schroeder -- 4. The tension between artistic and market orientation in visual art / Ian Fillis -- 5. From missionary to market maker : reconceptualizing arts marketing in practice / Debi Hayes and Simon Roodhouse -- 6. Conversation, collaboration and cooperation : courting new audiences for a new century / Angela Osborne and Ruth Rentschler -- 7. Working weeks, rave weekends : identity fragmentation and the emergence of new communities / Christina Goulding ... [et al.] -- 8. Generating aesthetic experiences from the ordinary activity : new technology and the museum experience / Dirk Vom Lehn -- 9. From luxury to necessity : the changing role of qualitative research in the arts / Lisa Baxter --

10. Dreaming of artistic excellence, popularity, or both? / Michela Addis and Morris B. Holbrook -- 11. Between fan culture and copyright infringement : manga scanlation / Hye-Kyung Lee -- 12. Bluegrass revival : marketing and authenticity in the hills of Appalachia / Elizabeth C. Hirschman -- 13. Evolving perspectives on music consumption / Gretchen Larsen and Rob Lawson -- 14. Musings from Miles : what Miles Davis can tell us about music marketing / Noel Dennis and Michael Macaulay -- 15. A night at the theatre : moving arts marketing from the office to the kitchen and beyond / Annmarie Ryan ... [et al.] -- 16. Museums in society or society as a museum? : museums, culture and consumption in the (post)modern world -- Elizabeth Carnegie -- 17. Extreme cultural and marketing makeover : Liverpool home edition -- 18. The brand stripped bare by its marketers, even / Stephen Brown.

Also available in print edition.

Mode of access: World Wide Web.