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Keywords: Bakhtin
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Journal Articles
Arts Marketing: An International Journal (2011) 1 (2): 145–158.
Published: 21 October 2011
.../approach The paper uses extant research materials to construct an account of British music festival history since the mid‐1960s. It then draws upon Bakhtin's concept of the carnivalesque and the literature on sponsorship, experiential marketing and branding, in order to understand critiques of corporate...

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