Focuses on the film industry as a whole, which incorporates popular (mainstream) fiction films (usually) in English, non English language fiction films, documentary films and art house films. This book highlights other successful film industries, such as Korea, Nigeria and India.

Offers the various ways to study and practice arts marketing, moving away from traditional managerial marketing to embrace other areas of marketing theory, including branding and consumer culture theory.

Focuses on a variety of sectors within the arts, and addresses the way in which marketing principles are applied within these, outlining both the similarities and the differences that occur. Relating policy to practice, this text aims to demonstrate the effective means of marketing in specific areas of the arts.

Offers the various ways to study and practice arts marketing, moving away from traditional managerial marketing to embrace other areas of marketing theory, including branding and consumer culture theory.