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Changing perceptions : marketing south eastern Australian aboriginal art

Rentschler, Ruth, Cardamone, Megan and Manahan, Esmai 2005, Changing perceptions : marketing south eastern Australian aboriginal art, in At the threshold : challenges and developments in social, sport and arts marketing. Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference, Bowater School of Management, Deakin University, Geelong, Vic., pp. 1-7.

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Title Changing perceptions : marketing south eastern Australian aboriginal art
Author(s) Rentschler, Ruth
Cardamone, Megan
Manahan, Esmai
Conference name Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 22-23 Sep. 2005
Title of proceedings At the threshold : challenges and developments in social, sport and arts marketing. Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference
Editor(s) Rentschler, Ruth
Hall, John
Publication date 2005
Conference series Australasian Nonprofit and Social Marketing Conference
Start page 1
End page 7
Total pages 7 p/
Publisher Bowater School of Management, Deakin University
Place of publication Geelong, Vic.
Keyword(s) non-profit organisations
marketing
Summary The Aboriginal cultural sector is dynamic and highly valuable to the Australian economy, returning an estimated $100 million dollars annually. The majority of Aboriginal artists and art works have been perceived to be in northern Australia-eighty percent of them are in fact in this region-but Aboriginal artists in South Eastern Australia are emerging as a strong force as they struggle for recognition from commercial and national galleries, curators, art dealers, newspaper critics, and buyers. If marketing is to be effectual, the Aboriginality of the art must be presented in a form that is understood and accepted by the audience. 1 Thus changing public perceptions is crucial to marketing South Eastern Aboriginal art. The primary task of this paper is to discuss this marketing priority for Aboriginal art and artists in South Eastern Australia, previously neglected in marketing literature. Specifically, the upcoming Melbourne Commonwealth Games are proposed as an opportunity for intensive marketing of the region's Aboriginal arts.
ISBN 1741560179
9781741560183
1741560187
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, Deakin University, Bowater School of Management
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005627

Document type: Conference Paper
Collection: School of Management and Marketing
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