With contributions from international scholars of marketing and consumer studies, this renowned text engages directly with a range of contemporary themes, including:

. The importance of arts consumption and its socio-political dimensions

. The importance of the aesthetic experience itself, and how to research it

Finola Kerrigan is a Professor of Marketing at Birmingham Business School, University of Birmingham, UK.

Chloe Preece is an Associate Professor at ESCP Business School (London), UK.

Introduction: Marketing the Arts- Breaking Boundaries 1. Arts Marketing, Social Justice Activism, and Government Messaging in the Age of Social Media 2. Arts Marketing & Entrepreneurship - Insights from the Nigerian Music Industry 3. Marketing Nigerian Films 4. Marketing art films in contemporary China: Between the rock of politics and the hard place of economy 5. Researching artistic production: The material turn in arts marketing research 6. Chapter 6: The Marketing of the Arts in the Age of Curatorial Production 7. Music Streaming and Surveillance Capitalism 8. Music festivals and the everyday nature of extraordinary experiences 9. Selling Secrets: the role of 'elusivity' in the liminoid invitations of immersive theatre 10. Consuming Cuba through dance: an embodied ethnography of Salsa 11. Poetic orientation for creating and writing 12. Drawing with women: ethical considerations from an art-based project on domestic violence 13. Accounting for the Selection of Exhibits: Examining the Organisation of Gallery Talks as a Marketing Activity 14. The Many Faces of Indigenous Art: Indigenous Art Market and Decolonizing Perspectives 15. Marketing through Art - The Case of Braded Entertainment 16. Virtual Reality, Film Marketing and Value 17. For Sale, Baby Shoes, Never Worn:What Has Hemingway Ever Done For Us?