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Article
Publication date: 20 May 2011

Noel 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…

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1654

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.

Details

Arts Marketing: An International Journal, vol. 1 no. 1
Type: Research Article
ISSN: 2044-2084

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Article
Publication date: 20 May 2011

Daragh O'Reilly

The purpose of this paper is to visually map the arts marketing journal literature.

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5867

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 artmarket 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.

Details

Arts Marketing: An International Journal, vol. 1 no. 1
Type: Research Article
ISSN: 2044-2084

Keywords

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Article
Publication date: 30 March 2010

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…

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1386

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.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 4 no. 1
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 18 May 2012

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…

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1071

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.

Details

Arts Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 2044-2084

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Article
Publication date: 20 May 2011

Ian Fillis

The purpose of this paper is to carry out a longitudinal review of arts marketing research.

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3548

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.

Details

Arts Marketing: An International Journal, vol. 1 no. 1
Type: Research Article
ISSN: 2044-2084

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Article
Publication date: 4 June 2019

Ben Walmsley

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…

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1282

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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Article
Publication date: 18 May 2012

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…

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1435

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.

Details

Arts Marketing: An International Journal, vol. 2 no. 1
Type: Research Article
ISSN: 2044-2084

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Article
Publication date: 7 October 2014

Brian Jones and Shirley Beresford

This paper aims to look at the nature of the relationship between the marketing of the contemporary visual arts, cultural tourism and city and urban regeneration. This…

Abstract

Purpose

This paper aims to look at the nature of the relationship between the marketing of the contemporary visual arts, cultural tourism and city and urban regeneration. This exploratory study of the marketing of the contemporary visual arts in Leeds has, as its background narrative, the emergence of BritArt.

Design/methodology/approach

The growth of contemporary visual arts provides the context for a case study of the Northern Art Prize, which was first awarded in 2007.

Findings

The study found a number of factors for success that can aid urban renewal and city regeneration. Private sector marketing expertise levered into the management of the project was one critical success factor. Another was that private sector funding freed up marketers and artists and allowed risk-taking. Participants highlighted a lack of vision for the contemporary visual arts in the city and region and a strong desire for new collaborative working and new governance structures for the delivery of arts marketing and cultural tourism.

Originality/value

The Northern Art Prize offers much for the marketing of contemporary visual arts, cultural tourism, city branding and urban renewal. Investing in and marketing of the arts is argued to serve as a stimulus that can bring a range of benefits for the business and wider community. Marketing, especially arts marketing, can help deliver social, economic and urban regeneration.

Details

Journal of Place Management and Development, vol. 7 no. 3
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 18 September 2009

Sarah R. Thomas, Simon J. Pervan and Peter J. Nuttall

The purpose of this paper is to explore the implications of a greater marketing orientation among arts organisations and its impact on funding through sponsorship.

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4219

Abstract

Purpose

The purpose of this paper is to explore the implications of a greater marketing orientation among arts organisations and its impact on funding through sponsorship.

Design/methodology/approach

Utilising a qualitative methodology, the study employs case studies for the purpose of formulating tentative and emergent knowledge.

Findings

The case study observations reveal the adoption of a marketing orientation across the sample and most significantly for the purposes of securing and consolidating sponsorship relationships. But contrary to popular academic theory this is managed without significant threat to artistic integrity or adaptation of theatrical productions.

Research limitations/implications

Data were derived from a purposive but limited sample. The advantages of a qualitative method in producing rich data is well established, however a longitudinal study would facilitate the understanding of the temporal shifts in arts sponsorships and counter the limits of the cross‐sectional nature of the study.

Practical implications

The study reveals a managerial capacity for arts organisations to attract sponsorship through customer orientation without the need to compromise its artistic and social goals.

Originality/value

A central concern to the increasing significance of business and private funding for the survival of arts organisations is the impact this has on the producers ability to remain faithful to the artistic integrity of their productions. This longstanding academic debate now has predominance in arts marketing management and the issues addressed in this paper serve to address this shift in emphasis.

Details

Marketing Intelligence & Planning, vol. 27 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 30 March 2010

Alan Bradshaw

For the purpose of reconsidering arts marketing methodologies, this paper seeks to contemplate the axiomatic foundations of alternative arts marketing scholarship, to ask…

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1389

Abstract

Purpose

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.

Design/methodology/approach

The paper reviews and evaluates the arts marketing literature.

Findings

The paper develops and presents four categories of arts marketing: the consumption of art; marketing as art; art as marketing; and marketing interpreting art.

Originality/value

The paper contributes to arts marketing paradigmatic and methodological debates by exploring the axiomatic foundations of this nascent field.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 4 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

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