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Boundary-Brokering in Arts Marketing Strategy Exploring Audience Development through Relational Approaches

Conway, Antony and Devney, Gerard (2019) Boundary-Brokering in Arts Marketing Strategy Exploring Audience Development through Relational Approaches. In: Academy of Arts Management, 22 June 2019 - 26 June 2019, Venice Italy. (Unpublished)

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Abstract

Arts marketing as a practice is facing a dilemma of target-led and product-led marketing. Audience Development offers a research focus on the collaborative practices of in-house marketers and agency experts. Using Wenger’s (2000) communities of practice as a theoretical lens, an ethnography of practice is underway to assess the degree to which the relational approach is currently being used and its effectiveness.

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