Editorial: terraforming Arts Marketing
Abstract
Purpose
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.
Design/methodology/approach
Relevant articles are discussed through the prism of current academic thinking and the latest policy developments affecting the arts.
Findings
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.
Research limitations/implications
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.
Practical implications
The “creative insights” section will bring practitioner expertise into the field of the arts from a variety of different perspectives.
Social implications
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.
Originality/value
This introduction establishes a broad arts marketing research agenda for the future.
Keywords
Citation
Dennis, N., Larsen, G. and Macaulay, M. (2011), "Editorial: terraforming
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited