|Appears in Collections:||Management, Work and Organisation Book Chapters and Sections|
|Title:||The Tension Between Artistic and Market Orientation in Visual Art|
|Citation:||Fillis I (2010) The Tension Between Artistic and Market Orientation in Visual Art. In: O'Reilly D, Kerrigan F (ed.). Marketing the Arts: A Fresh Approach, Abingdon: Taylor & Francis (Routledge), pp. 31-39.|
|Abstract:||For centuries, artists have existed in a world which has been shaped in part by their own attitudes towards art but which also co-exists within the confines of a market structure. Many artists have thrived under the conventional notion of a market with its origins in economics and supply and demand, while others have created a market for their work through their own entrepreneurial endeavours. This chapter will explore the options open to the visual artist and examine how existing marketing theory often fails to explain how and why the artist develops an individualistic form of marketing where the self and the artwork are just as important as the audience and the customer.|
|Rights:||The publisher has granted permission for use of this book chapter in this Repository. The chapter was first published in Marketing the Arts: A Fresh Approach by Taylor & Francis (Routledge).; "The Tension Between Artistic and Market Orientation in Visual Art" by Ian Fillis in Marketing the Arts: A Fresh Approach, 2010, pp. 31 - 39, by Taylor & Francis (Routledge).|
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