This wide-ranging book explores the impact of marketisation on the creative industries. With critical perspectives from a variety of disciplines and global experts, numerous examples from international cultural institutions are employed to illuminate the topic.

Culture and business have become increasingly intertwined and cultural institutions need to be aware of their place in the market. Commercial awareness which was previously disparaged is now seen as a legitimate and necessary response to increased competition, enhancing experience, increasing accessibility, broadening inclusivity and sustainable futures with diminishing funding. The contributions to this book highlight that marketing, public relations, sponsorship and fund raising have become integral to the survival of many museums and galleries, festivals and events.

Of interest to students and scholars across topics such as arts marketing, arts administration, heritage marketing, and museum studies, the book is also insightful for reflective practitioners in the creative sector.

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