A STRATEGIC LOGIC FOR ARTS MARKETING

Recent thinking within arts philosophy has moved further and further away from the concept of autonomous art. Nowadays art is mostly seen as an intrinsic part of everyday human life. Artistic value is conceived of more and more as something that depends largely upon experiencing the works as they are encountered within general culture. This relational perspective on art has important implications for the future development of arts marketing as a discipline. This article argues that arts marketing should primarily aim to support and reinforce the artistic functioning of artworks. It proposes that art consumers should be seen as co‐producers in the total art process and advocates that arts marketing should focus on the artistic experience as the core customer value.