A Brief History of Arts Marketing Thought in North America

Marketing is a relatively new academic discipline. Arts marketing as a subfield of marketing began in the 1960s. Sociologists and economists were the first to contribute to the knowledge. American authors then stepped in the late 1970s to the 1990s. Starting in the 2000s, European as well as Australian colleagues took the lead in terms of number of articles published. Currently, academic research by marketing scholars is enriching this new field of inquiry on consumer behaviors and on the four traditional P's of marketing: product (and brand), price, place, and promotion.