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Marketing artertainment : are museums jumping on the bandwagon

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conference contribution
posted on 2007-01-01, 00:00 authored by Ruth Rentschler, Angela Carrick Osborne
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.

History

Event

Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)

Publisher

Otago University, School of Business, Dept. of Marketing

Location

Dunedin, New Zealand

Place of publication

Dunedin, N.Z.

Start date

2007-12-03

End date

2007-12-05

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2007, ANZMAC

Editor/Contributor(s)

K Deans, M Thyne, J Gnoth

Title of proceedings

3Rs, reputation responsibility relevance

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