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Marketing orientation and activities in the arts-marketing context: Introducing a visual artists’ marketing trajectory model

Citation

Lehman, KF and Wickham, MD, Marketing orientation and activities in the arts-marketing context: Introducing a visual artists' marketing trajectory model, Journal of Marketing Management, 30, (7/8) pp. 664-696. ISSN 0267-257X (2014) [Refereed Article]

Copyright Statement

Copyright 2014 Taylor and Francis

DOI: doi:10.1080/0267257X.2013.838987

Abstract

Answering the call by Fillis, this paper aims to build an ‘arts-marketing orientation’ model by exploring the parallel relationship that exists between the Product Life Cycle (PLC) and the notion of the ‘career trajectory’ (as it applies to visual artists). In so doing, this paper provides a finer-grained understanding of the marketing orientation and activities of visual artists as they progress through their career. Qualitative analysis of the data (and the subsequent development of the Visual Artists’ Marketing Trajectory model) suggests that the marketing orientation and activities undertaken by visual artists deviates significantly from the assumptions underpinning traditional marketing theory. Unlike customer orientation (central to traditional marketing theories), this research suggests that in the arts-marketing context, the marketing orientation and activities of visual artists change according to the career trajectory stage in question.

Item Details

Item Type:Refereed Article
Keywords:arts marketing; qualitative method; marketing orientation; visual arts; Product Life Cycle
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing Theory
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
Author:Lehman, KF (Dr Kim Lehman)
Author:Wickham, MD (Dr Mark Wickham)
ID Code:92682
Year Published:2014
Deposited By:Tasmanian School of Business and Economics
Deposited On:2014-06-25
Last Modified:2017-11-28
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