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Marketing artertainment : are museums jumping on the bandwagon

Rentschler, Ruth and Osborne, A. 2007, Marketing artertainment : are museums jumping on the bandwagon, in 3Rs, reputation responsibility relevance, Otago University, School of Business, Dept. of Marketing, Dunedin, N.Z..

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Title Marketing artertainment : are museums jumping on the bandwagon
Author(s) Rentschler, Ruth
Osborne, A.
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location Dunedin, New Zealand
Conference dates 3rd - 5th December 2007
Title of proceedings 3Rs, reputation responsibility relevance
Editor(s) Deans, Kenneth R
Thyne, Maree
Gnoth, Juergen
Publication date 2007
Publisher Otago University, School of Business, Dept. of Marketing
Place of publication Dunedin, N.Z.
Keyword(s) Marketing -- Congresses
Marketing -- Australia -- Congresses
Consumer behavior -- Congresses
Consumer behavior -- Australia -- Congresses
Summary The purpose of this paper is to argue that greater awareness of the traditions and innovations in marketing language, as exemplified in museum marketing, leads to enhanced ability to understand branding as a strategic tool. Successful art galleries can be thought of as branding “artertainment", actively engaged in bringing the art world and popular culture together in a competitive aesthetic arena. This paper sees branding straddling culture and linguistic criticism to look at its complex underpinnings in verbal and linguistic processes that link to larger socio-cultural issues on how brands work. It generates novel concepts and develops theory for marketers.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 9781877156299
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
ERA Research output type X Not reportable
HERDC collection year 2007
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008124

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