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Abstract

Answering the call by Fillis, this paper aims to build an ‘arts-marketing
orientation’ model by exploring the parallel relationship that exists between the
Product Life Cycle (PLC) and the notion of the ‘career trajectory’ (as it applies to
visual artists). In so doing, this paper provides a finer-grained understanding of
the marketing orientation and activities of visual artists as they progress through
their career. Qualitative analysis of the data (and the subsequent development
of the Visual Artists’ Marketing Trajectory model) suggests that the marketing
orientation and activities undertaken by visual artists deviates significantly from
the assumptions underpinning traditional marketing theory. Unlike customer
orientation (central to traditional marketing theories), this research suggests
that in the arts-marketing context, the marketing orientation and activities of
visual artists change according to the career trajectory stage in question.

Item Type:	Article
Authors/Creators:	Lehman, KF and Wickham, M
Keywords:	arts marketing; qualitative method; marketing orientation; visual arts; Product Life Cycle
Journal or Publication Title:	Journal of Marketing Management
ISSN:	0267-257X
DOI / ID Number:	https://doi.org/10.1080/0267257X.2013.838987
Additional Information:	Copyright 2014 Taylor and Francis
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