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Citation

Fillis I (2011) The evolution and development of arts marketing research. Arts Marketing: An International Journal, 1 (1), pp. 11-25. https://doi.org/10.1108/20442081111129842

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.

Keywords
Arts marketing; Entrepreneurialism; Research work

Journal
Arts Marketing: An International Journal: Volume 1, Issue 1