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Arts-Marketing and Marketing Strategy Development: Modelling the Marketing Activities of Visual Artists across their Career
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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 |
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Authors/Creators: | Lehman, KF and Wickham, M |
Journal or Publication Title: | AT Business Management Review |
ISSN: | 1813-0534 |
Additional Information: | Copyright 2013 Taiwan Institute of Business Administration |
Item Statistics: | View statistics for this item |
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