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Arts-marketing and marketing strategy development: Modelling the marketing activities of visual artists across their career
Citation
Lehman, KF and Wickham, MD, Arts-marketing and marketing strategy development: Modelling the marketing activities of visual artists across their career, Academy of Taiwan Business Management Review, 9, (2) Article 14. ISSN 1813-0534 (2013) [Refereed Article]
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Copyright Statement
Copyright 2013 Taiwan Institute of Business Administration
Abstract
The purpose of this paper is to explore the parallel relationship that exists between traditional
marketing’s Product Life Cycle (PLC) and the notion of a ‘career trajectory’ (as it applies to visual
artists)and to introduce a Visual Artists Career Trajectory (VACT) model .The VACT model uses the
PLC framework to investigate a facet of the contemporary art market that up until now has received a
paucity of academic attention .This investigation also introduces the concept of ‘enduring maturity’ in
the ‘post-career’ stage of an artist’s career that might be useful in informing the traditional PLC to
make it more powerful in predicting/suggesting strategies for products as they progress through the
‘Late maturity’ and ‘Decline’ stages of their life-cycle
Item Details
| Item Type: | Refereed Article |
|---|---|
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing management (incl. strategy and customer relations) |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS Author: | Lehman, KF (Dr Kim Lehman) |
| UTAS Author: | Wickham, MD (Dr Mark Wickham) |
| ID Code: | 86144 |
| Year Published: | 2013 |
| Deposited By: | Management |
| Deposited On: | 2013-08-27 |
| Last Modified: | 2017-12-06 |
| Downloads: | 0 |
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