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Editorial: terraforming Arts Marketing

Dennis, Noel, Larsen, Gretchen and Macaulay, Michael (2011) Editorial: terraforming Arts Marketing. Arts Marketing: An International Journal, 1 (1). pp. 5-10.

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– The purpose of this paper is to introduce the inaugural edition of Arts Marketing: An International Journal and highlight its vision for arts marketing and establish its research agenda.


– Relevant articles are discussed through the prism of current academic thinking and the latest policy developments affecting the arts.


– It is found that arts marketing promotes significant academic debate, and practical insights are offered into the ways in which the arts (broadly understood) can grow in a commercial world.

Research limitations/implications

– Creative solutions are needed not only to offset, but to enable arts marketing itself to grow as a discipline: marketers need to embrace the arts equally as much as artists need to embrace the market.

Practical implications

– The “creative insights” section will bring practitioner expertise into the field of the arts from a variety of different perspectives.

Social implications

– The arts, in their varying forms impact on all of society in some shape or form. This journal aims to help raise the profile of the arts, which will in turn, benefit society as a whole.


– This introduction establishes a broad arts marketing research agenda for the future.

Item Type: Article
Status: Published
DOI: https://doi.org/10.1108/20442081111129833
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
School/Department: York Business School
URI: https://ray.yorksj.ac.uk/id/eprint/464

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