Mapping the arts marketing literature

Abstract

Purpose The purpose of this paper is to visually map the arts marketing journal literature. Design/methodology/approach An extensive title and abstract search was carried out to identify literature on the relationship between art and the market. Papers were then classified by topic. Visual maps were drawn showing topic coverage in relevant areas. Findings The literature dealing with the relationship between art and the market is found to be extensive and multi‐disciplinary. The search found just over 1,500 papers. Research limitations/implications This was a mapping exercise rather than an analysis of the issues. Many different disciplines have a stake in understanding the art‐market relationship. Arts marketing scholars can benefit from engaging with research in this area, which is outside the marketing academy. Practical implications The maps provide a visual guide to the work, which has already been done across a wide range of disciplines and journals. They enable academic and professional readers to see where knowledge and insights may already exist and where work remains to be done. Originality/value Given the recent growth in arts marketing research, the paper provides a timely map of the territory.

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