Please use this identifier to cite or link to this item:
Appears in Collections:Management, Work and Organisation Book Chapters and Sections
Title: The Tension Between Artistic and Market Orientation in Visual Art
Author(s): Fillis, Ian
Contact Email:
Editor(s): O'Reilly, D
Kerrigan, F
Citation: Fillis I (2010) The Tension Between Artistic and Market Orientation in Visual Art. In: O'Reilly D & Kerrigan F (eds.) Marketing the Arts: A Fresh Approach. Abingdon: Taylor & Francis (Routledge), pp. 31-39.
Keywords: Arts Marketing
Artists and community
Issue Date: 2010
Date Deposited: 9-Jun-2011
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).

Files in This Item:
File Description SizeFormat 
The tension between artistic and market orientation in visual art.pdfFulltext - Accepted Version58.02 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.