ABSTRACT
While most marketing texts and articles incorporate examples from a wide range of sectors, it is increasingly clear that they do so either on a general or specialist case study basis. However, as soon as we try to consider the issue of marketing in a particular context, it is quite clear that the distinctive features of that particular sector or organisation demand a different local approach. When we look in the literatures for examples, we find it hard to identify these distinctive features. There are several existing texts on marketing in the arts. However, some of these have been criticised for the way in which they offer limited applications of traditional or generic frameworks and seem to contribute little in the way of new insights.
