Arts marketing is what you can get away with
Definitional work is an ongoing feature of scholarship in many areas of marketing, for example integrated marketing communications (Kliatchko 2005), social marketing (Smith 2008) and critical marketing (Saren, Maclaran Goulding and Elliott 2007). In this paper, we are interested in exploring ways of defining the field of arts marketing, and we reflect on recent definitions and art, and relate these to marketing and to arts marketing.
Zeszyty Naukowe Politechniki Rzeszowskiej (Folia Scientiarum Universitatis Technicae Resoviensis): Zarządzanie i Marketing
Marketing not elsewhere classified