Relevant bibliographies by topics / Arts marketing

Academic literature on the topic 'Arts marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 31 January 2023

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Journal articles on the topic "Arts marketing"

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Rentschler, Ruth. "Arts marketing." International Journal of Nonprofit and Voluntary Sector Marketing 12, no. 2 (2007): 91–93. http://dx.doi.org/10.1002/nvsm.276.

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Lee, Hye‐Kyung. "WHEN ARTS MET MARKETING." International Journal of Cultural Policy 11, no. 3 (November 2005): 289–305. http://dx.doi.org/10.1080/10286630500411309.

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Raduški, Dragoljub. "Marketing management in culture and arts." Marketing 48, no. 4 (2017): 224–34. http://dx.doi.org/10.5937/markt1704224r.

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O'Reilly, Daragh. "Mapping the arts marketing literature." Arts Marketing: An International Journal 1, no. 1 (May 20, 2011): 26–38. http://dx.doi.org/10.1108/20442081111129851.

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Thomas, Edward, and Bob Cutler. "Marketing the fine and performing arts: What has marketing done for the arts lately?" Services Marketing Quarterly 10, no. 1 (1993): 181–99. http://dx.doi.org/10.1080/15332969.1993.9985116.

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Chang, Yu-Chien, and Chloe Preece. "Visual arts marketing in East Asia." Arts and the Market 8, no. 2 (October 1, 2018): 118–22. http://dx.doi.org/10.1108/aam-10-2018-031.

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Purpose The purpose of this paper is threefold. First, it reviews the background to, and development of the special issue call for papers on the topic of “Visual arts marketing in East Asia”; second, it introduces the four papers and commentary in the issue; and third, it considers some of the key areas with a rich potential for future directions of research. Design/methodology/approach The papers in this special issue comprise of both qualitative (e.g. interviews, observation, case studies) and quantitative (surveys) as well as conceptual issues for policy and artists. Moreover, the articles are interdisciplinary, drawing from art history, cultural studies, philosophy and international relations as well as marketing. Findings Findings and insights relate to topics such as the structure of the visual arts markets of East Asia, political influences on these arts markets, alternative spaces such as art festivals, ambiance and audience experience in museums and new media initiatives. Research limitations/implications The authors believe that all of the papers have implications for future thinking, research, scholarship and practice in the area of arts marketing, particularly for scholars, cultural institutions and artists working in Asia. Originality/value As far as the editors are aware, this is the first ever journal special issue on arts marketing in East Asia. In particular, the authors offer some new ideas in thinking about visual arts marketing in Asia as part of this editorial essay, particularly in considering the difficulties for both artists, arts organisations and academics in creating from the “periphery”.
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Jones, Brian, and Shirley Beresford. "Leeds and the Northern Arts Prize." Journal of Place Management and Development 7, no. 3 (October 7, 2014): 247–58. http://dx.doi.org/10.1108/jpmd-11-2012-0040.

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Purpose – This paper aims to look at the nature of the relationship between the marketing of the contemporary visual arts, cultural tourism and city and urban regeneration. This exploratory study of the marketing of the contemporary visual arts in Leeds has, as its background narrative, the emergence of BritArt. Design/methodology/approach – The growth of contemporary visual arts provides the context for a case study of the Northern Art Prize, which was first awarded in 2007. Findings – The study found a number of factors for success that can aid urban renewal and city regeneration. Private sector marketing expertise levered into the management of the project was one critical success factor. Another was that private sector funding freed up marketers and artists and allowed risk-taking. Participants highlighted a lack of vision for the contemporary visual arts in the city and region and a strong desire for new collaborative working and new governance structures for the delivery of arts marketing and cultural tourism. Originality/value – The Northern Art Prize offers much for the marketing of contemporary visual arts, cultural tourism, city branding and urban renewal. Investing in and marketing of the arts is argued to serve as a stimulus that can bring a range of benefits for the business and wider community. Marketing, especially arts marketing, can help deliver social, economic and urban regeneration.
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ICHIM, Traian. "Innovative marketing in the performing arts." BULLETIN OF THE TRANSYLVANIA UNIVERSITY OF BRASOV SERIES VIII - PERFORMING ARTS 13 (62), SI (January 20, 2021): 123–30. http://dx.doi.org/10.31926/but.pa.2020.13.62.3.13.

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Marketing in the cultural sphere has its own characteristics due to certain market requirements in this field of activity. It is distinguished by a special approach to traditional categories of marketing activities, thus defining the content of its functions. The key point of the management process in the cultural field is the study and evaluation of the marketing environment of a cultural institution. The marketing environment consists of macro and micro factors, which influence the activities of the institution. Research in the field of cultural marketing will be the concrete and realistic basis of future cultural projects. At the same time, the results of research will account for several political decision-makers. The use by cultural institutions of the whole complex of marketing technologies will not only improve the quality of services provided by a given institution in a certain market segment, but will also give the opportunity to move to a new stage of evolution of the whole market of sociocultural services, which corresponds to the requirements (needs) of consumers to a greater extent.
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Holst, Christian, Emily M. Myers, and Sigrid Bekmeier-Feuerhahn. "What’s on in Arts Marketing Research?" Journal of Cultural Management and Cultural Policy / Zeitschrift für Kulturmanagement und Kulturpolitik 7, no. 2 (December 1, 2021): 201–14. http://dx.doi.org/10.14361/zkmm-2021-0208.

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Morris, Valerie. "Arts Management and Marketing Research: Commentar." Journal of Arts Management, Law, and Society 28, no. 1 (January 1998): 3. http://dx.doi.org/10.1080/10632929809597275.

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Dissertations / Theses on the topic "Arts marketing"

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Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.

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Anderson, Larna. "Art marketing and management." Thesis, Rhodes University, 1995. http://hdl.handle.net/10962/d1002188.

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Formal art education equips students with skills to produce artworks. A formal art education may increase the opportunity for employment, however, art-related employment is very limited. Art graduates would be better equipped to market and manage art establishments or their own careers if art education were to be supplemented with basic business skills. Artists who wish to earn unsupplemented incomes from their art should undertake to acquire business acumen. This includes being presentable to the market place in attitude and appearance. It also includes aptitude in art, marketing and management. Role models and non-models of success and failure in business should also be observed. Art graduates should adopt applicable tried and tested business methods. Good marketing is a mix of business activities which identifies and creates consumer needs and wants. Marketing activities involve research, planning, packaging, pricing, promoting and distributing products and services to the public to create exchanges that satisfy individual and organisational objectives. Art products include artworks, frames, art books and art materials. Art-related services include the undertaking of commissions, consulting, teaching, free parking, convenient shopping hours, acceptance of mail or telephone orders, exhibitions, ease of contact, approval facilities, wrapping, delivery, installations (picture hanging), quotations, discounts, credit facilities, guarantees, trade-ins, adjustments and restorations. Good management is a mix of business activities which enables a venture to meet the challenges of supply and demand. There is a blueprint for management competence. The three dimensions of organisational competence are collaboration, commitment and creativity. Self-marketing and management is an expression of an artist's most creative being. It is that which can ensure and sustain recognition and income. Artists, like other competent organisations and entrepreneurs from the private sector, should operate with efficient manufacturing, marketing, management and finance departments. They are also equally important and therefore demand equal attention. Artistic skill together with business acumen should equip the artist to successfully compete in the market place. There are no short-cuts to becoming an artist but there are short-cuts to becoming a known and financially stable artist. Understanding marketing and management could mean the difference between waiting in poverty and frustration for a "lucky break" (which may only happen after an artists's death) and taking control. Success should be perpetuated through continuous effort.
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Butler, Patrick Denis. "By popular demand : marketing change in the arts." Thesis, University of Ulster, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.342307.

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Richmond, Jessye. "Opera Marketing| Rebranding the Genre." Thesis, American University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10786455.

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This paper reviews current and historical opera marketing practices and analyzes the marketing mix (product, place, promotion, price, and people) of major opera companies in the United States. The purpose of this paper is to determine methods to attract and build sustainable, less homogenous audiences. Surveys were conducted to determine public perceptions about the art form from both opera-goers and non-opera buyers and interviews with leaders within the field of opera marketing revealed current trends. The paper provides insights about changes within the field in recent years and offers suggestions for improvement based on the success of other opera companies and other artistic organizations.

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Fröhlich, Vojtěch. "Arts Management - marketingová strategie symfonického tělesa (Filharmonie mladých Praha)." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-165635.

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Goal of this diploma thesis is to create a marketing strategy of the Prague Youth Philharmonic symphony orchestra including marketing concept definition, audience research and marketing communication project. The marketing strategy proceeds from internal and external SWOT analysis of the subject. Theoretical part of the thesis deals with classical marketing theory and its use in arts management praxis. It focuses on strategic marketing and its instruments.
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Jarvis, Joleigh S. "A report on an Arts Administration internship marketing The Arts Center at Okaloosa-Walton Community College." ScholarWorks@UNO, 2001. http://scholarworks.uno.edu/aa_rpts/97.

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This report is a description of a three-month internship from May 21, 2001 through August 21, 2001 which began as an assignment with The Northwest Florida Symphony Orchestra. The NFSO operates under the auspices of Okaloosa-Walton Community College and resides along side the college's Division of Humanities, Fine, & Performing Arts and within The Arts Center facility. My position as an NFSO intern was to be the operations manager in charge of marketing and preparation for the 200 1-2002 season.
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Bizub, Christopher M. "Best Marketing Practices for Building a Strong Audience-Base for Rubber City Shakespeare Company." University of Akron / OhioLINK, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=akron1492091807857684.

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Moir, Lance. "Why does business support the Arts? Philanthropy, marketing or legitimation?" Thesis, Cranfield University, 2004. http://hdl.handle.net/1826/129.

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This thesis examines the motivation by UK firms for one aspect for corporate philanthropy – support for the arts. The literature has shown that there is an increase in strategic philanthropy – business giving which is designed to meet the objectives of business and society, yet there is no clarity on what the underlying motives are for business giving. This research develops a framework around the dimensions of relative business-society attention and relative stakeholder attention to identify patterns of motivation. The dominant economic motivations of marketing and legitimation were identified through a content analysis of sixty texts which describe business support for the arts. These motivations were further understood through thirty-nine interviews with business managers and managers in the arts and arts-based consultancies; although a small number of firms was shown to act primarily from an intention to benefit society in some way. In all cases, business support for the arts includes a significant economic component, whether the primary motivation is pro-business or pro-society. The analysis of these interviews shows that business supports the arts across the three areas of business benefits – especially branding and customer relations, employee support and community relations yet the importance of these areas varies according to the underlying principle motivation of marketing or legitimation. Further, the research shows that firms with higher business exposure undertake corporate support for the arts as an exercise in legitimation. This thesis contributes to the corporate philanthropy literature by providing a model to understand motivation for corporate giving and by showing how these motivations can be understood in a continuum of corporate philanthropy in the case of business support for the arts in the UK. This continuum shows basic motivation mapped against degree of business exposure, stakeholder focus and type of art form supported.
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Cockrum, Jamie B. "A study of strategic marketing in liberal arts II colleges." Virtual Press, 1995. http://liblink.bsu.edu/uhtbin/catkey/955090.

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The purpose of this quantitative study was to survey Liberal Arts II Colleges nationally to determine the strategic marketing orientation adopted by these small, private colleges. A random sample of 198 Liberal Arts II schools were surveyed. Three top administrators at each school, the president, academic dean, and admissions officer, received the mailed surveys. The research instrument - the Academic Marketing Strategy Survey - combined questions on institutional characteristics, administrators' perceptions of the acceptability and effectiveness of college marketing programs, and the Marketing Index for Higher Education (Kotler, 1977).Findings showed little or no relationship between measures of college "success" (enrollment trend, and trend in quality of the student body), and either level of college strategic orientation, or administrators' perceptions of the acceptability and effectiveness of college marketing programs. Discriminant analysis produced some statistically significant relationships between the following institutional characteristics and other variables:1.In geographic regions with fewer Liberal Arts II colleges,admissions officers were more enthusiastic about marketingprograms in their colleges;For the smaller Liberal Arts II colleges, annual strategic planning may be problematic in its ability to produce clear and comprehensive marketing strategy.Recommendations for further research include investigating- why marketing programs seem well-accepted among administrators, while bearing so little relationship to measures of success. Correlating perceptions and levels of marketing orientation with "success" variables may be too simplistic.
Department of Educational Leadership
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Garay, Camila, and Emilia Millner. "Expressive Generation - Educational Guerilla Marketing." Thesis, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23003.

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“A creative city requires creative solutions” was one of the many insights we got when conduction our examination project together with a Minor Field Study, in Cape Town/South Africa. This report is a window into our South African design adventure and explores the question; how can we create an expressive and dynamic campaign that will succeed in a vibrant city like Cape Town? Under the wing of our assigners at The Frank Joubert Art Centre we created an edgy and interactive campaign for The Expressive Generation Exhibition, that plays with both its environment and its viewer. Our extensive research gave birth to a new design concept; Educational Guerrilla Marketing, with the context of involving the young artists and designers in their own exhibition advertisement. So, how did we manage to combine a design examination project with a social-focused SIDA-report and at the same time get a life changing experience? The following pages will paint you the picture.
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Books on the topic "Arts marketing"

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Finola, Kerrigan, and Özbilgin Mustafa, eds. Arts marketing. Boston: Elsevier Butterworth-Heinemann, 2004.

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Rodger, Leslie W. Marketing thevisual arts. Edinburgh: Scottish Arts Council, 1987.

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Catherine, O'Sullivan, and O'Sullivan Terry 1957-, eds. Creative arts marketing. 2nd ed. Boston, MA: Butterworth-Heinemann, 2003.

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1953-, Rentschler Ruth, ed. Innovative arts marketing. St. Leonards, NSW, Australia: Allen & Unwin, 1999.

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Catherine, O'Sullivan, and O'Sullivan Terry 1957-, eds. Creative arts marketing. Oxford: Butterworth Heinemann, 1995.

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Kerrigan, Finola, and Chloe Preece. Marketing the Arts. 2nd ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003021766.

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Bernstein, Joanne Scheff. Arts Marketing Insights. New York: John Wiley & Sons, Ltd., 2006.

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Colbert, François. Marketing culture and the arts. Montreal: Morin, 1994.

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Arts Council of England. Library and Enquiry Service. Marketing and the arts: Bibliography. London: The Council, Library ... Service, 1997.

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The basic arts of marketing. 3rd ed. London: Business Books, 1990.

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Book chapters on the topic "Arts marketing"

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Ocón, David. "Arts Marketing." In Managing the Arts and Culture, 94–124. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003108641-5.

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Andrews, Richard S. "Marketing." In Arts Entrepreneurship, 67–105. New York : Routledge, 2020.: Routledge, 2019. http://dx.doi.org/10.4324/9781315712635-3.

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Taylor, Jeffrey. "Marketing." In Visual Arts Management, 95–102. New York : Routledge, 2018.: Routledge, 2017. http://dx.doi.org/10.4324/9781315543666-11.

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Larsen, Gretchen, and Finola Kerrigan. "Critical arts marketing." In The Routledge Companion to Critical Marketing, 135–51. Abingdon, Oxon ; New York, NY : Routledge, 2019.: Routledge, 2018. http://dx.doi.org/10.4324/9781315630526-8.

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Iniesta, Francisco, and Elvira Marco. "Marketing the Arts." In When Business Meets Culture, 27–46. London: Palgrave Macmillan UK, 2011. http://dx.doi.org/10.1057/9780230295117_3.

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Madichie, Nnamdi O. "Arts Marketing & Entrepreneurship." In Marketing the Arts, 25–45. 2nd ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003021766-3.

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Stolley, Katharina, and Samantha Glynne. "Marketing Through Art." In Marketing the Arts, 244–60. 2nd ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003021766-16.

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Ezepue, Ezinne M. "Marketing Nigerian Films." In Marketing the Arts, 46–63. 2nd ed. London: Routledge, 2022. http://dx.doi.org/10.4324/9781003021766-4.

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Byrnes, William J. "Marketing and the Arts." In Management and the Arts, 391–437. 6th ed. New York: Routledge, 2022. http://dx.doi.org/10.4324/9781003030287-10.

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Daskalopoulou, Athanasia, and Chloe Preece. "Contemporary perspectives on charity and nonprofit arts marketing." In Charity Marketing, 128–42. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003134169-7.

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Conference papers on the topic "Arts marketing"

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Janičić, Radmila. "Strategic Marketing Planning in Development of Arts and Cultural Institutions." In Values, Competencies and Changes in Organizations. University of Maribor Press, 2021. http://dx.doi.org/10.18690/978-961-286-442-2.25.

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The paper present theoretical and practical aspects of strategic marketing planning in development of arts and cultural institutions. Focus of the paper is on developing theoretical aspects of strategic marketing planning in development of arts and cultural institutions. The theoretical part of the paper is based on modern literature in the field of strategic marketing planning, brand building, arts and culture. The key hypothesis of the paper is that development of arts and cultural institutions have to be based on strategic marketing planning, on strategic marketing analysis, implementation of marketing strategies and strategic marketing control. The special aspect of the paper are strategies of brand building of arts and cultural institutions. In the empirical research the paper will present case studies about implementation of strategic marketing planning in development of arts and cultural institutions. The empirical research will include results of questionnaire research about perception of arts and cultural institutions as brand, about approaches of experiences about arts and cultural institutions, about identity and image of arts and cultural institutions, about specific strategies that could develop arts and cultural institutions. The research in the paper will be qualitative and quantitative, with primary and secondary data. The empirical research will analyze impact of experience marketing, emotional branding strategies and traditional brand strategies in development of arts and cultural institutions brand. In the case studies the paper will present good examples of strategic marketing planning in development of arts and cultural institutions. The results of empirical research will lead to further theoretical and practical analysis of development of arts and cultural institutions. The paper present modern ways of development of arts and cultural institutions. The paper will analyze impact of social media on brand building of arts and cultural institutions. The paper will analyze new professions in arts and culture and new brand strategies that could be implement in digital environment. The paper will analyze connection between traditional strategies of brand building of arts and cultural institutions and strategies of brand building of arts and cultural institutions in digital environment. Special aspect in the paper will be given on synergy of traditional and digital marketing strategies in brand building of arts and cultural institutions.
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Apostol, Calin. "EUROVISION 2014 � A COMPETITION OF MARKETING CAMPAIGNS." In SGEM 2014 Scientific SubConference on ARTS, PERFORMING ARTS, ARCHITECTURE AND DESIGN. Stef92 Technology, 2014. http://dx.doi.org/10.5593/sgemsocial2014/b41/s14.033.

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Smolka, Samuel. "MARKETING ANALYSIS AND ITS INFLUENCE ON CREATE POLITICAL MARKETING IN SLOVAKIA." In 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2017. Stef92 Technology, 2017. http://dx.doi.org/10.5593/sgemsocial2017/hb11/s01.016.

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Sagi, Ms Varnika. "Marketing of Indigenous Handicrafts." In International Conference On Contemporary Researches in Engineering, Science, Management & Arts, 2020. Bonfring, 2020. http://dx.doi.org/10.9756/bp2020.1002/46.

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Widianti, Mira Adita, Pawito Pawito, and Sri Hastjarjo. "Political Marketing As Arts And New Media: A Study of Website Usage For Political Marketing." In Proceedings of the Third International Conference of Arts, Language and Culture (ICALC 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icalc-18.2019.7.

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Zhu, Zhian, and Gongqian Liang. "The Integration and Development of Online New Media Marketing and Traditional Marketing." In 2018 International Conference on Sports, Arts, Education and Management Engineering (SAEME 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/saeme-18.2018.86.

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Lou, Jing. "Clothing Enterprise Marketing Channel Research Based on the Angle of Internet Marketing." In 2015 3rd International Conference on Education, Management, Arts, Economics and Social Science. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/icemaess-15.2016.86.

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LONG, Jin, and Run-De LU. "Research on Marketing Strategy Innovation of Provincial Performing Arts Group." In Proceedings of the 4th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/sschd-18.2019.76.

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Chailan, Claude. "LUXURY BRANDS MANAGEMENT AND THE ARTS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.07.08.01.

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Sulkowski, Lukasz. "HEALTH MARKETING - CONCEPTS, MODELS AND RESEARCH." In 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2017. Stef92 Technology, 2017. http://dx.doi.org/10.5593/sgemsocial2017/15/s05.057.

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Reports on the topic "Arts marketing"

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Cunningham, Stuart, Marion McCutcheon, Greg Hearn, Mark Ryan, and Christy Collis. Australian Cultural and Creative Activity: A Population and Hotspot Analysis: Sunshine Coast. Queensland University of Technology, December 2020. http://dx.doi.org/10.5204/rep.eprints.136822.

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The Sunshine Coast (unless otherwise specified, Sunshine Coast refers to the region which includes both Sunshine Coast and Noosa council areas) is a classic regional hotspot. In many respects, the Sunshine Coast has assets that make it the “Goldilocks” of Queensland hotspots: “the agility of the region and our collaborative nature is facilitated by the fact that we're not too big, not too small - 330,000 people” (Paddenburg, 2019); “We are in that perfect little bubble of just right of about everything” (Erbacher 2019). The Sunshine Coast has one of the fastest-growing economies in Australia. Its population is booming and its local governments are working together to establish world-class communications, transport and health infrastructure, while maintaining the integrity of the region’s much-lauded environment and lifestyle. As a result, the Sunshine Coast Council is regarded as a pioneer on smart city initiatives, while Noosa Shire Council has built a reputation for prioritising sustainable development. The region’s creative economy is growing at a faster rate that of the rest of the economy—in terms of job growth, earnings, incomes and business registrations. These gains, however, are not spread uniformly. Creative Services (that is, the advertising and marketing, architecture and design, and software and digital content sectors) are flourishing, while Cultural Production (music and performing arts, publishing and visual arts) is variable, with visual and performing arts growing while film, television and radio and publishing have low or no growth. The spirit of entrepreneurialism amongst many creatives in the Sunshine Coast was similar to what we witnessed in other hotspots: a spirit of not necessarily relying on institutions, seeking out alternative income sources, and leveraging networks. How public agencies can better harness that energy and entrepreneurialism could be a focus for ongoing strategy. There does seem to be a lower level of arts and culture funding going into the Sunshine Coast from governments than its population base and cultural and creative energy might suggest. Federal and state arts funding programs are under-delivering to the Sunshine Coast.
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Chung, Te-Lin, and Sonali Diddi. Marketing art museums using social networking services: An identity salience model. Ames: Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-647.

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Norelli, John L., Moshe Flaishman, Herb Aldwinckle, and David Gidoni. Regulated expression of site-specific DNA recombination for precision genetic engineering of apple. United States Department of Agriculture, March 2005. http://dx.doi.org/10.32747/2005.7587214.bard.

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Objectives: The original objectives of this project were to: 1) evaluate inducible promoters for the expression of recombinase in apple (USDA-ARS); 2) develop alternative selectable markers for use in apple to facilitate the positive selection of gene excision by recombinase (Cornell University); 3) compare the activity of three different recombinase systems (Cre/lox, FLP/FRT, and R/RS)in apple using a rapid transient assay (ARO); and 4) evaluate the use of recombinase systems in apple using the best promoters, selectable markers and recombinase systems identified in 1, 2 and 3 above (Collaboratively). Objective 2 was revised from the development alternative selectable markers, to the development of a marker-free selection system for apple. This change in approach was taken due to the inefficiency of the alternative markers initially evaluated in apple, phosphomannose-isomerase and 2-deoxyglucose-6-phosphate phosphatase, and the regulatory advantages of a marker-free system. Objective 3 was revised to focus primarily on the FLP/FRT recombinase system, due to the initial success obtained with this recombinase system. Based upon cooperation between researchers (see Achievements below), research to evaluate the use of the FLP recombinase system under light-inducible expression in apple was then conducted at the ARO (Objective 4). Background: Genomic research and genetic engineering have tremendous potential to enhance crop performance, improve food quality and increase farm profits. However, implementing the knowledge of genomics through genetically engineered fruit crops has many hurdles to be overcome before it can become a reality in the orchard. Among the most important hurdles are consumer concerns regarding the safety of transgenics and the impact this may have on marketing. The goal of this project was to develop plant transformation technologies to mitigate these concerns. Major achievements: Our results indicate activity of the FLP\FRTsite-specific recombination system for the first time in apple, and additionally, we show light- inducible activation of the recombinase in trees. Initial selection of apple transformation events is conducted under dark conditions, and tissue cultures are then moved to light conditions to promote marker excision and plant development. As trees are perennial and - cross-fertilization is not practical, the light-induced FLP-mediated recombination approach shown here provides an alternative to previously reported chemically induced recombinase approaches. In addition, a method was developed to transform apple without the use of herbicide or antibiotic resistance marker genes (marker free). Both light and chemically inducible promoters were developed to allow controlled gene expression in fruit crops. Implications: The research supported by this grant has demonstrated the feasibility of "marker excision" and "marker free" transformation technologies in apple. The use of these safer technologies for the genetic enhancement of apple varieties and rootstocks for various traits will serve to mitigate many of the consumer and environmental concerns facing the commercialization of these improved varieties.
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