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| Author: | Radbourne, J. |
| Title: | Social intervention or market intervention? A problem for governments in promoting the value of the arts |
| Journal: | International Journal of Arts Management
2002 : FALL, VOL. 5:1, p. 50-61 |
| Index terms: | Marketing Management Sales promotion Government Arts Policy Australia |
| Freeterms: | Audience |
| Language: | eng |
| Abstract: | The trend across the Western world is for governments to actively promote this public good through education and awareness-raising, an extension of which is direct financial support to arts organizations for their marketing activities. This paper traces state intervention from support for the public good to subsidy for marketing, with particular reference to Australian policies and strategies. The author discusses the concept of relationship marketing, which is based on customer service, strategic development, mutual trust, commitment and values exchange, and the concept of value and its place in arts marketing. Using an "intervention continuum," she describes the social and consumption values of the arts as outcomes of social and market intervention. |
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