An evaluation of artistic influences on marketing theory and practice

Fillis, Ian

doi:10.1108/02634500910988663

Cited by 17 publications

(17 citation statements)

References 88 publications

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“…Whereas the application of antiquated business theories has been criticised for stifling creativity and innovation by insisting on responding to customer demands, Fillis (2009) The inward pull of customer-focused marketing means that as much as 90% of new products are essentially line extensions or improvements, whilst a mere 10% are truly innovative and actually product-focused (Fillis, 2006: 29;Fillis, 2010;Baxter, 2010). By ignoring the customer's needs and adopting a product-centred outward push, managers can truly create innovative commodities.…”

Section: Reconceptualising Marketing Practicesmentioning

confidence: 99%

“…Considering the dynamics of the visual arts market, this paper examines the essential connections between the world of art and the spheres of business and marketing, stressing the lessons scholars and analysts recommend that marketing should learn from the arts and, in particular, from the successful endeavours of visual artists. In doing so, our paper follows on from the work of Schroeder (1997Schroeder ( , 2002Schroeder ( , 2005Schroeder ( , 2006, Kerrigan et al (2011), Fillis (2002Fillis ( , 2004aFillis ( , 2004bFillis ( , 2006Fillis ( , 2009Fillis ( , 2010Fillis ( , 2011, Thompson (2008), Thornton (2009), Horowitz (2011), Robertson (2005Robertson ( , 2011, Robertson and Chong (2008), Muñiz et al (2014) and others who have acknowledged what business can learn from the arts, paying particular attention to branding. Specifically, we point to the importance of understanding branding from the perspective of social, cultural and symbolic capital (Bourdieu, 1984;Swartz, 1997;Jenkins, 2002;Webb et al, 2012) as well as making economic assessments within the market.…”

Section: Introduction -A Fresh Approach To Brandingmentioning

confidence: 99%

“…Indeed Preece and Wiggins Johnson (2014) and Hede (2014) illustrate how arts audiences are developing conversations with arts organisations via social media and what we can see here, as well as in the wider marketing field, is a shift towards conversations that audiences/consumers wish to have rather than ones controlled by the organisation. Fillis (2009) stresses the need for stale marketing practices to be reconceptualised in the face of the pressures of increased competition, globalisation and technological development if they are to escape the shadow of Kotler's and Porter's out-dated marketing models and matrices. Marketing practice traditionally maintained that producers should gain knowledge of consumers' needs and then create products intended to fulfil those needs, whereas today's marketing experts acknowledge the need to broaden this original perspective.…”

Section: Introduction -A Fresh Approach To Brandingmentioning

confidence: 99%

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The art of branding − lessons from visual artists

Rodner

Kerrigan

2014

Arts Marketing: An International Journal

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Purpose – The purpose of this paper is to highlight the importance of the field of visual arts marketing in the development of wider branding theory and practice. Drawing on examples from visual artists and the art mechanism that connects them, the paper reveals how artists and art professionals foster various types of capital (social, cultural, symbolic) as a way of developing a brand name, ensuring longevity in the field, and gaining financial value on the market. Design/methodology/approach – As a conceptual paper, the authors draw on a range of published works as well as examples from the world of visual arts in order to provide fresh theoretical insight into how branding in the arts may be applied to other industries. Findings – The key findings are the importance of the consideration of the development and nurturing of social and cultural capital in developing brand identity. Additionally, visual art brands are required to be innovative and dynamic, and lessons learned regarding these processes have relevance for mainstream brands. The paper also found that creativity is often collective and that looking to methods for developing work in the visual arts can be utilised by brand managers more broadly in the age of social media and user generated content. Originality/value – This paper follows on the developing body of work, which indicates what mainstream business can learn from looking at the visual arts. The paper highlights the collective nature of creativity in building the art brand as well as the importance of non-economic measures of value in the realm of branding.

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Section: Reconceptualising Marketing Practicesmentioning

confidence: 99%

Section: Introduction -A Fresh Approach To Brandingmentioning

confidence: 99%

Section: Introduction -A Fresh Approach To Brandingmentioning

confidence: 99%

See 1 more Smart Citation

The art of branding − lessons from visual artists

Rodner

Kerrigan

2014

Arts Marketing: An International Journal

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“…So there is merit in investigating the contribution from the arts where practitioners have long been utilising their own versions of marketing (Fillis 2009). The cultural meanings associated with craft have a mobile quality within a culturally constructed world.…”

Section: Aesthetic Styles In the Celtic Craft Marketmentioning

confidence: 99%

The impact of aesthetics on the Celtic craft market

Fillis

2013

Consumption Markets & Culture

Self Cite

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Fillis, IRThe impact of aesthetics on the Celtic craft market http://researchonline.ljmu.ac.uk/3826/ Article LJMU has developed LJMU Research Online for users to access the research output of the University more effectively. Copyright © and Moral Rights for the papers on this site are retained by the individual authors and/or other copyright owners. Users may download and/or print one copy of any article(s) in LJMU Research Online to facilitate their private study or for non-commercial research. You may not engage in further distribution of the material or use it for any profit-making activities or any commercial gain.The version presented here may differ from the published version or from the version of the record. Please see the repository URL above for details on accessing the published version and note that access may require a subscription. Abstract:Drawing on data from the Celtic craft sector, this paper uses aesthetics as a critical lens in explaining how small firms develop particular styles of marketing in order to survive and grow. This approach has not previously been adopted in explaining small business marketing behaviour, although there is a growing history of its use in the wider management and organisation arena. Interpretation of qualitative data from the United Kingdom and the Republic of Ireland has enabled the construction of a typology of different styles of marketing by craft firm owner/managers which also confirms the heterogeneous nature of the small business sector. Aesthetic profiling helps explain why some craft firms follow market demand, while others pursue market creation activities. A key outcome is the need to acknowledge the impact of aesthetic processes on small business marketing decision making. Investigation of the Celtic aesthetic informs how these processes are shaped through the development of a particular type of marketing grounded in creativity, intuition and opportunity recognition. Wider consumption, markets and cultural implications are also evaluated in terms of decision and meaning making in the cultural production process; the connections between critical marketing and aesthetics as ways of challenging marketing concepts and practices; how aesthetics contributes to entrepreneurial marketing; and finally how craft and the Celtic lens uncover wider connections with cultural production.

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“…The art world can be visualized as a socioeconomic network which is made up of artistic and business activities, by organizations and individuals (Fillis 2009). Companies' involvement in the art industry is directed towards the creation of value for its customers by adding symbolic, esthetic and cultural significance to its products and services.…”

Section: Investment In Art and Culturementioning

confidence: 99%

The Co-Production of Value in an Art Market: Exploring Service Relationships

Borg¹,

Vigerland²

2013

JIM

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Abstract:The purpose of this research is to analyze service dominated relationships and differences in characteristics of these relationships within arts marketing. The appreciation of art is seen as a service and is intertwined with the creation of company identity and thus a subtle kind of marketing, whether this is a conscious or non-conscious strategy from a company perspective. Companies invest in art in order to enhance their image, and establish network relationship with art firms. The data is collected from the Swedish non-profit art market of public and private organizations with focus on Stockholm, an art market place as well as a prime site for company head quarters. The data is analyzed with multivariate correspondence analysis (MCA), which is also known as geometric data analysis (GDA). This method enables analysis of relationships as well as overall characteristics of the participants in these relationships: a part of service as well as a creation of company identity, thus marketing. The research has shown that the service encounter within arts is enhanced within relationships between key actors that can be considered co-producers of art and that multivariate correspondence analysis is a helpful tool to identify these relationships and company characteristics in a structured manner. The methodology is generating visual pictures of the art market that cooperates with profit making ordinary companies in different industries. The graph that is produced with MCA is a visualization of what can be regarded as a map of the companies with connections to the nonprofit art market, whether these connections are formal and a part of regular business activities or informal and relatively weak.

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An evaluation of artistic influences on marketing theory and practice

Cited by 17 publications

References 88 publications

The art of branding − lessons from visual artists

The art of branding − lessons from visual artists

The impact of aesthetics on the Celtic craft market

The Co-Production of Value in an Art Market: Exploring Service Relationships

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