Conceptualising the symbolic product: an arts marketing imperative

The purpose of this paper is to critique existing understanding of the nature of product within the arts and cultural setting, thereby identifying gaps in knowledge regarding ‘product’ in this context. We then develop a reconceptualisation of the product notion, accounting for its symbolic value to society as a whole. We critically review the relevant literature and generate a conceptual model of the symbolic value inherent to an ‘arts and cultural product’. We then set out an agenda for research in the field, i.e. a framework for interviewing established artists to assess their reactions and affinity to our conceptualisation of symbolic product value. Results from the literature review, and our specialist knowledge of the arts and cultural sector, have resulted in the construction of an arts and culture product model which accounts for its tangible, intangible and symbolic dimensions. Our conceptual model can assist cultural producers (e.g. artists) to engage with marketing. Experience tells us that cultural producers often have little or no training in marketing. Addressing our proposed research agenda (which accounts for specific industry practices and philosophies) will enhance engagement with ideas about the product notion and marketing more generally.