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The evolution and development of arts marketing research

The evolution and development of arts marketing research Purpose – The purpose of this paper is to carry out a longitudinal review of arts marketing research. Design/methodology/approach – The paper looks back at the origins of arts marketing research, identifying the initial areas of interest and traces its development as a recognised research domain. Findings – Arts marketing research has evolved from being an application of marketing using long‐held principles into a discipline where critical and creative approaches are now being used to generate more meaningful and actionable arts marketing theory. Research limitations/implications – Although arts marketing research has developed in terms of rigour, depth and reach, there is still much unexplored potential to be realised. Practical implications – The paper shows that effective arts marketing consists of a balance of addressing artistic needs and customer expectations. The marketing involved must acknowledge the merits of artistic philosophy, while also addressing the commercial realities of today's arts world. Originality/value – Only a very small number of assessments of the state of arts marketing knowledge have been carried out. The paper develops both a longitudinal analysis of the origins and growth of this knowledge and provides suggestions for future research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Arts Marketing An International Journal Emerald Publishing

The evolution and development of arts marketing research

Ian Fillis
Arts Marketing An International Journal , Volume 1 (1): 15 – May 20, 2011
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References (156)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
2044-2084
DOI
10.1108/20442081111129842
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to carry out a longitudinal review of arts marketing research. Design/methodology/approach – The paper looks back at the origins of arts marketing research, identifying the initial areas of interest and traces its development as a recognised research domain. Findings – Arts marketing research has evolved from being an application of marketing using long‐held principles into a discipline where critical and creative approaches are now being used to generate more meaningful and actionable arts marketing theory. Research limitations/implications – Although arts marketing research has developed in terms of rigour, depth and reach, there is still much unexplored potential to be realised. Practical implications – The paper shows that effective arts marketing consists of a balance of addressing artistic needs and customer expectations. The marketing involved must acknowledge the merits of artistic philosophy, while also addressing the commercial realities of today's arts world. Originality/value – Only a very small number of assessments of the state of arts marketing knowledge have been carried out. The paper develops both a longitudinal analysis of the origins and growth of this knowledge and provides suggestions for future research.

Journal

Arts Marketing An International Journal – Emerald Publishing

Published: May 20, 2011

Keywords: Arts marketing; Research work; Entrepreneurialism

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