From Consumption to Enrichment: The Long Slow Death of Arts Marketing

  • Ben WalmsleyEmail author
Part of the New Directions in Cultural Policy Research book series (NDCPR)


This chapter presents a critical analysis of the main questions and issues regarding the marketing of the performing arts to audiences. It advocates for a fundamental reconfiguration of the arts marketing concept in order to reflect the conceptual evolution of the field towards notions and processes of audience engagement and enrichment. The underlying thesis behind this chapter is that it is time to reassert the primal role that arts and humanities research can play in tailoring arts marketing back to its creative and not-for-profit origins. The chapter therefore exposes the limitations of the traditional marketing mix for contemporary philosophies, modes, and techniques of audience engagement, and suggests an alternative, audience-centred paradigm fit for contemporary arts marketing scholarship and for twenty-first-century performing arts organisations.


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Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.School Performance Cultural IndustriesUniversity of LeedsLeedsUK

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