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Research papers

Reversing the usual marketing strategies to market the arts

The main objective of this paper is not to legitimate a marketing strategy specific to the arts, but rather to take note of certain transformations occurring in the market today, and, in so doing, reveal certain implicit marketing rules which seem to...

Catalogue: Seminar 1990: Research And Marketing For The Arts
Authors: Odile Solomon, Philippe Baudelot, Mark Goetzke, Paul-Arnaud Pejouan
June 15, 1990