by Liz Hill, Catherine O’Sullivan and Terry O’Sullivan (Butterworth Heinemann, 2003 ISBN 0 7506 5737 5 £27.99 [£32.72 inc. p&p*])
Review by Shirley Kirk, Director, South West Arts Marketing. w: http://www.swam.org.uk
‘Creative Arts Marketing’ is a ‘practical introduction to the whole range of principles and practices used to attract and retain audiences’ that also considers the external factors affecting arts organisations.
Each section is introduced within the context of current thinking and finishes with case studies and exercises. In between, there are definitions, discussions and debates that take the reader from theory to practical application and back in an eminently readable way. This revised edition includes a plethora of recent case studies and examples as well as exploring developments such as SMS text messaging as a promotional tool. The examples are mostly, but by no means exclusively, drawn from UK arts organisations and they are chosen to bring a feeling of real relevance to topics. The text engages and informs at many different levels and, as both overview and practical guide, it has proved an invaluable resource over the years. This revised edition brings the debates, applications and issues bang up to date.