Before method: axiomatic review of arts marketing-Reference-Cited by-同舟云学术

Before method: axiomatic review of arts marketing

Published:2010-03-30 Issue:1 Volume:4 Page:8-19
ISSN:1750-6182
Container-title:International Journal of Culture, Tourism and Hospitality Research
language:en
Short-container-title:

Author:

Bradshaw Alan

Abstract

PurposeFor 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/approachThe paper reviews and evaluates the arts marketing literature.FindingsThe paper develops and presents four categories of arts marketing: the consumption of art; marketing as art; art as marketing; and marketing interpreting art.Originality/valueThe paper contributes to arts marketing paradigmatic and methodological debates by exploring the axiomatic foundations of this nascent field.

Publisher

Emerald

Subject

Tourism, Leisure and Hospitality Management,Geography, Planning and Development

Reference113 articles.

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5. Andreasen, A.R. and Belk, R.W. (1980), “Predictors of attendance at the performing arts”, Journal of Consumer Research, Vol. 7, September, pp. 112‐20.

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