Tension between marketing philosophy and the romantic view of art

Abstract

This work examines the different approaches in the use of marketing in the field of art. Because of the specific features of fine arts, there have been opposing positions among experts over time.This paper explores the two main contrasting points of view. On the one hand, some experts propose to use marketing tools only to bring the art product to the market once the art work is finshed rather than in the creation and development stage, this idea is known as “product-led”. On the other hand, the idea of who say that marketing tools have to be aplied from the first stage, that is to say, from the conception of the art product, in line with marketing philosophy, this idea is known as “market-led”. After all, many authors will come to seek a balance between the two approaches, proposing an specific marketing model customized to the art field.