The author recently attended two plays in London: Vincent in Brixton(Wright, 2002) and The Shameful Death of Salvador Dali(Sewell, 2002). The former was a West end production of Van Gogh’s early years in London and the latter an avant garde interpretation of Dali’s dreams, philosophies and outrageous behaviour. The insight into creativity, use of imagination and innovative marketing obtained by watching these plays was invaluable (Fillis and McAuley, 2000). The art world is full of creativity and yet existing art marketing theory, such as it exists, continues to prescribe formulaic, stepwise processes to art marketers who struggle with their artistic ideals as they attempt to develop a marketing orientation.