The third and expanded edition of the book Marketing in the Arts was long awaited. This classic and influential text, which opened new avenues at the time of its first publication, covers, in a depth that remains unrivaled, the fundamental concepts of marketing and management in the fields of art and cultural heritage.

With an emphasis on international case studies, practical examples, and discussion questions from a team of authors with extensive experience in the field of Arts Management, the book is aimed at both students and professionals interested in the best practices followed in the industry.

Updated with extensive additions that reflect the dramatic changes that have occurred in the field, this edition combines topics of organizations and management, highlighting the deeper connections between marketing functions and broader organizational issues.

Topics examined in the extensively updated and revised third edition include:

• Audience diversity and audience development
• The impact of digital technologies on the industry
• An exploration of the increasingly complex relationship between public and private funding of the Arts
• Ethical and sustainability issues for Arts marketing professionals
• Cultural policy changes that have occurred in the industry

This reissue of this important text serves as a valuable guide for students, educators, and professionals in the Arts field.