For the purpose of reconsidering arts marketing methodologies, this paper seeks to contemplate the axiomatic foundations of alternative arts marketing scholarship, to ask what conversation between arts and marketing they herald and to explore the consequent conceptual issues.
The paper reviews and evaluates the arts marketing literature.
The paper develops and presents four categories of arts marketing: the consumption of art; marketing as art; art as marketing; and marketing interpreting art.
The paper contributes to arts marketing paradigmatic and methodological debates by exploring the axiomatic foundations of this nascent field.
Bradshaw, A. (2010), "Before method: axiomatic review of arts marketing", International Journal of Culture, Tourism and Hospitality Research, Vol. 4 No. 1, pp. 8-19. https://doi.org/10.1108/17506181011024724Download as .RIS
Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited