When Arts Met Marketing: Arts Marketing Theory Embedded in Romanticism

International Journal of Cultural Policy, Vol. 11, No. 3 (2005)

20 Pages Posted: 27 Jan 2015

Date Written: January 25, 2015

Abstract

This article argues that arts marketing theory is embedded in the existing context of the nonprofit arts sector – that is, Romantic belief in the universal value of the arts and producer authority over the consumer. As “a set of techniques” and “a decision-making process”, marketing was able to sit comfortably in the nonprofit arts context during the 1970s and 1980s. However, recent recognition of marketing as “a management philosophy” has brought out incompatibilities between the customer orientation of the marketing notion and the Romantic view of artistic production. This article demonstrates that arts marketing writings embrace Romanticism through the following: generic marketing concept; relationship marketing approach; extended definition of the customer; extended definition of the product; and reduction of marketing to function. Such findings suggest that persistence of the existing belief system and the embeddedness of the market be considered when marketisation in the arts sector is analysed.

Keywords: arts marketing, cultural policy, arts policy, marketing, Romanticism, embeddedness

Suggested Citation

Lee, Hye-Kyung, When Arts Met Marketing: Arts Marketing Theory Embedded in Romanticism (January 25, 2015). International Journal of Cultural Policy, Vol. 11, No. 3 (2005). Available at SSRN: https://ssrn.com/abstract=2555291 or http://dx.doi.org/10.2139/ssrn.2555291

Hye-Kyung Lee (Contact Author)

King's College London ( email )

Strand
London, England WC2R 2LS
United Kingdom

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