2004-11-15

The Entrepreneurial Artist as Marketer: Drawing from the Smaller-Firm Literature

Arts organizations utilize conventional, linear, stepwise forms of marketing. Much of what is implemented is at best an inefficient form of marketing and at worst an inappropriate way of securing visitor numbers, making profit from merchandising and encouraging repeat visits...

The arts organization exhibits many similar characteristics to the small and medium-sized enterprise (SME). Contemporary research from the SME literature and the marketing and entrepreneurship interface shows that conventional forms of marketing are inappropriate for attempting to theorize marketing from a smaller-firm context. A more creative entrepreneurial form of marketing is called for. The author develops a conceptual model of entrepreneurial marketing and makes recommendations on how arts organizations can learn from successful SMEs.

Details: International Journal of Arts Management, Vol 7 No 1 (Fall 2004)

by Ian Fillis