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Arts-Marketing and Marketing Strategy Development: Modelling the Marketing Activities of Visual Artists across their Career

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Lehman, KF and Wickham, M Arts-Marketing and Marketing Strategy Development: Modelling the Marketing Activities of Visual Artists across their Career. AT Business Management Review, 9 (2). pp. 133-141. ISSN 1813-0534

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Abstract

The purpose of this paper is to explore the parallel relationship that exists between traditional marketing’s Product Life Cycle (PLC) and the notion of a ‘career trajectory’ (as it applies to visual artists) and to introduce a Visual Artists Career Trajectory (VACT) model. The VACT model uses the PLC framework to investigate a facet of the contemporary art market that up until now has received a paucity of academic attention. This investigation also introduces the concept of ‘enduring maturity’ in the ‘post-career’ stage of an artist’s career that might be useful in informing the traditional PLC to make it more powerful in predicting/suggesting strategies for products as they progress through the ‘Late maturity’ and ‘Decline’ stages of their life-cycle.

Item Type: Article
Journal or Publication Title: AT Business Management Review
Page Range: pp. 133-141
ISSN: 1813-0534
Additional Information:

Copyright 2013 Taiwan Institute of Business Administration

Date Deposited: 28 Aug 2013 04:05
Last Modified: 18 Nov 2014 04:54
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