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1 – 10 of over 67000Noel Dennis, Gretchen Larsen and Michael Macaulay
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…
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.
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The purpose of this paper is to visually map the arts marketing journal literature.
Abstract
Purpose
The purpose of this paper is to visually map the arts marketing journal literature.
Design/methodology/approach
An extensive title and abstract search was carried out to identify literature on the relationship between art and the market. Papers were then classified by topic. Visual maps were drawn showing topic coverage in relevant areas.
Findings
The literature dealing with the relationship between art and the market is found to be extensive and multi‐disciplinary. The search found just over 1,500 papers.
Research limitations/implications
This was a mapping exercise rather than an analysis of the issues. Many different disciplines have a stake in understanding the art‐market relationship. Arts marketing scholars can benefit from engaging with research in this area, which is outside the marketing academy.
Practical implications
The maps provide a visual guide to the work, which has already been done across a wide range of disciplines and journals. They enable academic and professional readers to see where knowledge and insights may already exist and where work remains to be done.
Originality/value
Given the recent growth in arts marketing research, the paper provides a timely map of the territory.
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Gretchen Larsen and Daragh O'Reilly
The purpose of this Editorial is to introduce the reader to the changing environment of arts marketing, which poses challenges to researchers and necessitates creative methods of…
Abstract
Purpose
The purpose of this Editorial is to introduce the reader to the changing environment of arts marketing, which poses challenges to researchers and necessitates creative methods of inquiry.
Design/methodology/approach
The Editorial introduces the papers in this special issue.
Findings
It was found that creative inquiry in arts marketing includes the use of both established and innovative interpretive methods.
Originality/value
The Editorial explains how the application of creative methods of inquiry can aid our understanding of the relationship between art and the market.
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Teresa Heath and Caroline Tynan
The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena…
Abstract
Purpose
The purpose of this study is to examine the potential of integrating material from the arts into postgraduate curricula to deepen students’ engagement with marketing phenomena. The authors assess the use of arts-based activities, within a broader critical pedagogy, for encouraging imaginative and analytical thinking.
Design/methodology/approach
The authors devised two learning activities and an interpretive method for studying their value. The activities were an individual essay connecting themes in song lyrics to marketing, and a group photography project. These were applied, within a broader, critical approach, in postgraduate modules on sustainability, ethics and critical marketing. Data collection comprised diaries kept by the teachers, open-ended feedback from students and students’ assignments.
Findings
Students showed high levels of engagement, reflexivity and depth of thought, in felt experiences of learning. Their ability to make connections not explicitly in the materials, and requiring imaginative jumps, was notable. Several reported lasting changes to their behaviour. Some found the tasks initially intimidating or, once they were more engaged, stressful or saddening.
Research limitations/implications
This adds to scholarship on management education by showing the usefulness of an arts-based approach towards a transformative agenda.
Practical implications
It offers a template of how to draw from the arts to strengthen critical engagement upon which marketing teachers can build. It also contains practical advice on the challenges and benefits of doing so.
Social implications
The authors provide evidence that this approach can enhance sensitivity and reflexivity in students, potentially producing more ethical and sustainable decisions in future.
Originality/value
The pedagogical interventions are novel and of value to lecturers seeking to enhance critical engagement with theory. An empirical study of an attempt to integrate arts into teaching marketing represents a promising direction, given the discipline’s creative nature.
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Ian Fillis, Kim Lehman and Mark Wickham
The purpose of this paper is to assess the notion of art as a product. This paper develops a detailed understanding of how established visual artists engage with the notion in…
Abstract
Purpose
The purpose of this paper is to assess the notion of art as a product. This paper develops a detailed understanding of how established visual artists engage with the notion in their art making and market interactions, drawing insight from the longitudinal debate on the essence of art, including its connection with entrepreneurial marketing.
Design/methodology/approach
The authors uses a conceptual framework involving artists’ and other stakeholders’ philosophical positions, artists’ career stages, reputation (including branding), market associations and the forms of value generated by artists and consumers to help shape their qualitative research design involving in-depth interviews with 16 established Australian artists. NVivo software aided data analysis to improve theory building.
Findings
Market orientation, entrepreneurial market creation, co-creation, co-production activities and sharing value among interested stakeholders are important factors in viewing art as a commercial product. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product. This paper identifies a fluidity in the relationship between an artist and their art.
Research limitations/implications
Co-creation, co-production and sharing value among interested stakeholders are important factors as are market orientation versus entrepreneurial market creation activities. Sustainable value creation is also crucial. Key emergent themes were motivation to create, engagement with the market and artists’ attitudes towards art as a product.
Practical implications
Established artists have made a conscious decision to engage, or otherwise with the marketplace. This research uncovers the merits of adopting a product approach in engaging with the market and artist centred creation which avoids marketplace interaction.
Originality/value
This research has the potential to contribute to policy decision-making in the sector and in stimulating future comparative research. There are wider implications for the cultural and creative industries where entrepreneurial market creation can stimulate creativity and innovation.
Theresa A. Kirchner, John B. Ford and Sandra Mottner
This research is the first to examine disruptive marketing, a subset perspective of entrepreneurial marketing, and unintended consequences of marketing in the context of the…
Abstract
Purpose
This research is the first to examine disruptive marketing, a subset perspective of entrepreneurial marketing, and unintended consequences of marketing in the context of the nonprofit arts sector.
Design/methodology/approach
This exploratory research has two components: development of a body of knowledge and conceptual model of disruptive marketing, its predictors, and its intended/unintended consequences based on pertinent literature and input from arts organization executive directors, artistic directors, and marketing managers; and preliminary assessment, with a qualitative study, of the operationalization of disruptive marketing and related factors in arts organizations.
Findings
The study categorizes and analyzes qualitative study structured interview responses to outline commonality/lack of commonality among them and provide insight into perceptions of arts organization executive directors.
Research limitations/implications
This initial study inaugurates an academic research stream on the topic of disruptive marketing which has the potential to make a significant contribution to the body of marketing knowledge. Future opportunities include scale development and quantitative testing of the proposed theoretical model, broadening the research scope to include multiple input sources from a wide variety of arts organizations and longitudinal research to assess the model factors over time.
Practical implications
Analyses of both preliminary input from arts organization managers and qualitative study responses of arts organization executive directors indicate significant interest in application of creative and innovative approaches to arts sector marketing‐related situations.
Originality/value
This paper is the first to study perceived scope/characteristics of disruptive marketing and unintended consequences of marketing in the nonprofit arts sector, and it presents results of a qualitative assessment of those topics, including consequences.
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In this study, art is considered as a product subjected to marketing activities. In this context, this study aims to present a conceptual framework covering the research areas…
Abstract
Purpose
In this study, art is considered as a product subjected to marketing activities. In this context, this study aims to present a conceptual framework covering the research areas related to art marketing, the relation of art product with brand and consumer and how internet technologies can transform the art market. Finally, the situation of art marketing and its progressing process in a developing country and its potential horizons was discussed.
Design/methodology/approach
This study uses a literature review to present a conceptual framework about art marketing activities and their potential horizons in an emerging country.
Findings
Globalization, digitalization, democratization of access to art products, art becoming a subject for marketing, open up new horizons for western markets as well as for developing countries. Developing countries constitute a new market segment for the art market. Addressing the changes and the transformations in art market in terms of these markets will provide important opportunities for marketing researchers and practitioners.
Originality/value
This study elaborates the art marketing concept in a developing country. The marketing of art is a subject studied and elaborated mostly in western countries. It is thought that this study is differentiated in terms of addressing these dynamics from a developing country point of view.
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The purpose of this paper is to carry out a longitudinal review of arts marketing research.
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.
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The purpose of this paper is to demonstrate how researchers in the field of arts marketing are gradually abandoning the traditional marketing concept in order to respond to…
Abstract
Purpose
The purpose of this paper is to demonstrate how researchers in the field of arts marketing are gradually abandoning the traditional marketing concept in order to respond to established and emerging modes of audience engagement.
Design/methodology/approach
The study is based on a comprehensive content analysis of the past three decades of journal articles related to arts marketing.
Findings
The results of the content analysis highlight that a paradigm shift in arts marketing has occurred over the past two decades, from an overriding focus on neoliberal processes of consumption towards a relational, humanistic approach, which aims to enrich audiences and interrogate the wider value and impact of their arts experiences.
Research limitations/implications
The logical conclusion to be derived from this paradigmatic shift is that “arts marketing” is increasingly becoming an outmoded misnomer, which suggests the need for a fundamental reassessment of the traditional arts marketing concept.
Practical implications
In order to develop meaningful relationships with audiences, arts and cultural organisations should prioritise the long-term relational approaches offered by audience engagement over short-term tactical activities such as segmentation and promotion.
Originality/value
The paper advocates a radical reconceptualization of the field that would replace the transactional 4P model with a relational 4E model, derived from an adoption of theories, processes and practices related to the elements of experience, exchange, environment and engagement.
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Ruth Rentschler and Theresa A. Kirchner
This paper aims to present a quantitative analysis of arts management/marketing articles in leading general management/marketing journals, including an examination of the extent…
Abstract
Purpose
This paper aims to present a quantitative analysis of arts management/marketing articles in leading general management/marketing journals, including an examination of the extent to which those top tier journal articles on arts/culture‐related topics cite authors of leading arts management journal articles.
Design/methodology/approach
Using bibliometric techniques, this study examines the content of 20 top tier management and marketing journals over 22 years to identify articles published on arts management/marketing, which authors were cited, and from which arts management/marketing journals.
Findings
Analysis indicates that: relatively few citations in the top management/marketing journals reference arts management/marketing journals; assessment of interaction between the parent management/marketing disciplines and the arts management/marketing sub‐discipline indicates that authors draw upon a large reserve of diverse literatures; and top journal arts‐related management/marketing articles tend to utilize citations to journal articles grounded in the social sciences and aesthetics of management, with an increasing trend of citations to arts management/marketing journals.
Research limitations/implications
This study of the extent to which top journals have published arts/culture‐related articles and the citation impact of arts management/marketing journals is the initial academic study on the topic and suggests opportunities for further research.
Practical implications
Analysis of arts management/marketing journal impact contributes to professionalization of the field and increased perceived value of those journals by industry practitioners.
Originality/value
This research is the first to examine the spectrum of arts management/marketing literature, including both top general management/marketing journals and sector‐oriented arts management/marketing journals, establishing a body of knowledge for augmentation by future research over time.
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