Myths, Art and Marketing
Let’s objectively address the correlation between the marketplace and the inclusion of artwork from a historical perspective. The art market is not a twentieth century intervention driven by dealers and gallery owners to manipulate artists. History indicates the art market originated over five-hundred years ago in the coastal town of Antwerp Belgium. During that era many artists peddled ready-made pieces hoping to attract and sell to passersby. However, as the demand for artistic objects became more complex, there was the growth of intermediaries (a.k.a. art merchants) who became the link between artists and benefactors. In the art world mediators are the industry orators of artistic value and produce most the marketing activities around the globe.
Like any other industry the marketplace has its critics.
(a) Those implications falsely assert that a philosophy of focusing on customer’s needs somehow disturb the artist ability to think artistically, and such interferes with creative production of the artist.
(i) Which also implied that most artists are easily distracted.
So what do we know about marketing?
 E.A. Honig 1998, ‘Painting and the Market in Early Modern Antwerp, London: Yale University Press.
 E. C Hrischman 1983, ‘Aesthetics, ideologies and the limits of the marketing concept’, Journal of Marketing.
 G. S. Day and D.B. Montgomery 1999, ‘Charting new directions for marketing,’ Journal of Marketing.
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