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The arts serve various purposes in marketing: as a product, a tool of marketing communications and as a vehicle of social change. The previous chapters have already explored various forms of the arts in their commercial context. While the commercial role of marketing is widely accepted, the use of arts marketing techniques in changing behaviour and benefiting society is not fully acknowledged in literature.

In Arts Marketing it is posited that the arts are an integral part of all our lives, and that if viewed beyond the narrow perspective of art for its own sake, and approached from a multi-disciplinary and sectoral perspective, the arts can impact on society in numerous ways. This includes as a tool for advocacy, education and acting as the catalyst for social change.

[Kerrigan, Finola, Fraser, Peter, and Ozbilgin, Mustafa. Arts Marketing. Jordan Hill: Routledge, 2007. Accessed June 14, 2019. ProQuest Ebook Central.]