Wilson, Nicholas; Stokes, David - In: Journal of Research in Marketing and Entrepreneurship 4 (2002) 1, pp. 37-52
“Marketing, as it relates to the arts, is not about intimidation or coercion or abandoning an artistic vision. It is not ‘hard‐selling’ or deceptive advertising. It is a sound, effective technology for creating exchanges and influencing behaviour that, when properly applied, must be...