A Marketing Concept for the Photographic Centre Peri
Kügel, Elisabeth (2014)
Yrkeshögskolan Novia
2014
All rights reserved
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-201404305422
http://urn.fi/URN:NBN:fi:amk-201404305422
Tiivistelmä
“Marketing in the arts was once such a sensitive topic that administrators were reluctant to even use the word, believing that it suggested 'selling out' artistic principles […].”(Dickman. 1997. Page 4) Back in 1997 this fact has been finally spoken out by Dr. Sharron Dickman, a renowned author and researcher in the field of Arts Marketing.
Now 20 years have gone by, which could let us assume that this, once so sensitive topic has finally established itself as something to which everyone, especially those operating in the cultural sphere can relate to. But is marketing in the arts by now, and by everyone, considered as something natural and truly self-evident?
The answer should ultimately be “yes”, but this would not take into account the few sceptics who still fear that artistic aspects will be overshadowed by commerce, as soon as the principles of marketing come into play.
The present paper inter alia seeks to clarify this negative and outdated apprehension, by outlining how Arts Marketing differs itself from the generally known, profit-oriented Business Marketing. This differentiation undermines that organisations operating in the sector of arts should characterise themselves by being enthusiastic and highly committed to their art, but at the same time operate with a practical business sense, in order to compete with the increasingly competitive art environment.
Now 20 years have gone by, which could let us assume that this, once so sensitive topic has finally established itself as something to which everyone, especially those operating in the cultural sphere can relate to. But is marketing in the arts by now, and by everyone, considered as something natural and truly self-evident?
The answer should ultimately be “yes”, but this would not take into account the few sceptics who still fear that artistic aspects will be overshadowed by commerce, as soon as the principles of marketing come into play.
The present paper inter alia seeks to clarify this negative and outdated apprehension, by outlining how Arts Marketing differs itself from the generally known, profit-oriented Business Marketing. This differentiation undermines that organisations operating in the sector of arts should characterise themselves by being enthusiastic and highly committed to their art, but at the same time operate with a practical business sense, in order to compete with the increasingly competitive art environment.