The purpose of this paper is to introduce the inaugural edition of Arts Marketing: An International Journal and highlight its vision for arts marketing and establish its research agenda.
Relevant articles are discussed through the prism of current academic thinking and the latest policy developments affecting the arts.
It is found that arts marketing promotes significant academic debate, and practical insights are offered into the ways in which the arts (broadly understood) can grow in a commercial world.
Creative solutions are needed not only to offset, but to enable arts marketing itself to grow as a discipline: marketers need to embrace the arts equally as much as artists need to embrace the market.
The “creative insights” section will bring practitioner expertise into the field of the arts from a variety of different perspectives.
The arts, in their varying forms impact on all of society in some shape or form. This journal aims to help raise the profile of the arts, which will in turn, benefit society as a whole.
This introduction establishes a broad arts marketing research agenda for the future.
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