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Art Marketing

In: Business and Management

Submitted By Tsai
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WHEN ARTS MET MARKETING Arts marketing theory embedded in Romanticism
Hye-Kyung Lee
Cultural Lee &and Creative IndustriesSchool Hye-KyungFrancis Ltd November (print)/1477-2833 (online) 000000and 2005 Ltdof Cultural Policy or Humanities, King’s College London, StrandLondonWC2R 2LStsrbd@yahoo.com 3 11 2005 Original Francis 1028-6632 International Journal 10.1080/10286630500411309 GCUL_A_141113.sgm Taylor Article

This article argues that arts marketing theory is embedded in the existing context of the nonprofit arts sector – that is, Romantic belief in the universal value of the arts and producer authority over the consumer. As “a set of techniques” and “a decision-making process”, marketing was able to sit comfortably in the nonprofit arts context during the 1970s and 1980s. However, recent recognition of marketing as “a management philosophy” has brought out incompatibilities between the customer orientation of the marketing notion and the Romantic view of artistic production. This article demonstrates that arts marketing writings embrace Romanticism through the following: generic marketing concept; relationship marketing approach; extended definition of the customer; extended definition of the product; and reduction of marketing to function. Such findings suggest that persistence of the existing belief system and the embeddedness of the market be considered when marketisation in the arts sector is analysed. KEYWORDS arts marketing; Romanticism; marketisation; cultural persistence and embeddedness

Introduction
Contemporary literature on British arts policy and management tends to conceptualise the institutional change in the nonprofit arts sector since the 1980s as “marketisation” (Bennett 1996; Gray 2000; McGuigan 1996; Quinn 1998).1 Although there exist different opinions on whether public arts subsidy has actually reduced and to what extent it has been

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