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Marketing from the Art World: A Critical Review of American Research in Arts Marketing

Lee, Jin Woo, Lee, Soo Hee (2017) Marketing from the Art World: A Critical Review of American Research in Arts Marketing. The Journal of Arts Management, Law, and Society, 47 (1). pp. 17-33. ISSN 1063-2921. (doi:10.1080/10632921.2016.1274698) (KAR id:61428)


The purpose of this article is to provide an integrative review and future directions for research in arts marketing by highlighting the social and cultural mechanisms by which marketing research can be inspired, especially in the context of contemporary arts. We categorize previous research in arts marketing into three perspectives: Marketing of Arts Organizations; Marketing with Artworks/Artists; and Marketing from the Art World. With these three categories, this article also examines recent developments in the contemporary art market to discover emerging trends and issues. The primary contribution of the article lies in identifying Marketing from the Art World as a new perspective from which to explore central issues of marketing associated with the uncertainty and fluidity of the contemporary art market.

Item Type: Article
DOI/Identification number: 10.1080/10632921.2016.1274698
Uncontrolled keywords: Arts management, arts marketing, art world, branding, contemporary arts, valuation
Divisions: Divisions > Kent Business School - Division > Department of Leadership and Management
Depositing User: Soo Hee Lee
Date Deposited: 21 Apr 2017 09:35 UTC
Last Modified: 09 Dec 2022 02:30 UTC
Resource URI: (The current URI for this page, for reference purposes)

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