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COLBERT F and ST‐JAMES Y (2014)

Research in Arts Marketing: Evolution and Future Directions.

PSYCHOLOGY & MARKETING, 31(8), 566-575.

ABSTRACT: Arts marketing has emerged as a flourishing research domain over the last few decades. Reflecting on the nature and evolution of arts marketing research, we propose a selective review of the literature on the marketing and consumption of arts and culture. Specifically, this review examines the defining characteristics of arts marketing research, as well as key themes and contributions, with the goal of identifying promising future directions.

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