Purpose For the purpose of reconsidering arts marketing methodologies, this paper seeks to contemplate the axiomatic foundations of alternative arts marketing scholarship, to ask what conversation between arts and marketing they herald and to explore the consequent conceptual issues. Design/methodology/approach The paper reviews and evaluates the arts marketing literature. Findings The paper develops and presents four categories of arts marketing: the consumption of art; marketing as art; art as marketing; and marketing interpreting art. Originality/value The paper contributes to arts marketing paradigmatic and methodological debates by exploring the axiomatic foundations of this nascent field.
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Alan Bradshaw (2010) studied this question.
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