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Marketing and the Fine Arts – Inventory of a Controversial Relationship

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  • Jörn-Axel Meyer
  • Ralf Even

Abstract

This study concentrates in part on the market of fine arts. First, fine arts will be defined from a marketing point of view and peculiarities in the market of fine arts will be analysed empirically and theoretically. Certain aspects of marketing theory are discussed regarding their significance for the fine arts. Results of an empirical study of galleries and artists will be presented. It will be shown, whether and how artists are involved in marketing, how successful they are and what prerequisites to marketing the artists have. Copyright Kluwer Academic Publishers 1998

Suggested Citation

  • Jörn-Axel Meyer & Ralf Even, 1998. "Marketing and the Fine Arts – Inventory of a Controversial Relationship," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 22(4), pages 271-283, December.
    • Handle: RePEc:kap:jculte:v:22:y:1998:i:4:p:271-283
    DOI: 10.1023/A:1007483732603
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    Cited by:

    1. Bennett, Roger & Sargeant, Adrian, 2005. "The nonprofit marketing landscape: guest editors' introduction to a special section," Journal of Business Research, Elsevier, vol. 58(6), pages 797-805, June.

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