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Reading List

Version 4 15/9/2014

This is a general reading list to accompany the Marketing module. Key resources are marked *. Students are recommended to download and read the first few chapters of Thinking Big. Culturehive is a thriving resource and students can browse the content online to support their learning on the course. Audience Finder and Audience Spectrum are new sector resources that we will be exploring in detail through the course.

Arts marketing

* Stephen Cashman (2003) Thinking big!: A guide to strategic marketing planning for arts organisations Arts Marketing Association (

* Caroline Griffin (2007) This Way Up: a flatpack guide to marketing Arts Marketing Association This Way Up download

Daniel Hadley (2001) Boost your performance: Writing your marketing action plan (

Richard Ings (ed) (2007) Call it a tenner: the role of pricing in the arts Arts Council England (

Kotler, P and Scheff, J (1997) Standing Room Only Harvard Press

Heather Maitland (2000) The Marketing manual: Making sure the message gets across Arts Marketing Association

Heather Maitland (2004) Marketing and touring. A practical guide to marketing an event on tour Arts Council England (Download

Audience development and diversity

Arts Council England (2008) What people want from the Arts (

Louise Cogman (2007) The family friendly toolkit Arts Council England (Download

Caroline Griffin (2008) Reaching out to new audiences: Voluntary Arts Network briefing no.122 Voluntary Arts Network (Download

Griffin, Caroline (2009) Dangerous Liaisons Journal of Arts Marketing 34, April 2009

Freshminds (2007) Culture on Demand, ways to engage a broader audience DCMS (Download

Mel Jennings (2003) A practical guide to working with Arts ambassadors Arts Council England (Download

Gill Johnson (ed) (2004) New audiences for the arts: The New Audiences Programme 1998-2003 (Download

John Knell (2008) Whose art is it anyway? (Download

Heather Maitland (2000) A Guide to audience development Arts Council England

Heather Maitland (ed.) (2006) Navigating difference Arts Council England (

Brian McMaster (2008) Assessing excellence in the Arts (

Morton Smyth (2004) Not for the likes of you: Document A How to reach a broader audience and Document B Success Stories (

Audience Information

* Audience Finder

* Audience Spectrum

Arts Council England Arts Audiences: Insight 2011 (

Arts Council England Taking Part Survey (

Arts Council England Target Group Index (TGI)(


CACI The Acorn User Guide (


Experian Mosaic Interactive Guide (

Population statistics

Office for National Statistics -

Neighbourhood Statistics -

Online resources


Arts Professional -

The Audience Agency -

Free online audience development planning tool -

CIM (Chartered Institute of Marketing) –

* Culturehive -

Heather Maitland on Copywriting

Roger Tomlinson – Brand in Your Hand – blog and network


Journal of Arts Marketing (JAM) published by the Arts Marketing Association (


Arts Council England Self-evaluation framework (