ABSTRACT
Traditionally, arts organizations have been focused on product orientation that aims to offer high-quality programming. However, the notion of market orientation has been mostly neglected. In other words, consumers have only been taken partially into consideration in the design of their marketing strategies. In general, organizations have undertaken basic segmentation, selection, positioning and differentiation strategies without focusing on the overall concept of consumer experience. The consumption of arts is mainly experiential. This experience, the result of a consumer journey, is both multidimensional, as it refers to cognitive, affective, physical, sensory and social elements, and subjective, because it is personal and unique. The final aim for people is escaping from daily routine while being immersed in the consumption of artistic products and services. This aspect has been considered in experiential marketing approaches with the aim of creating contexts in which consumers immerse themselves. Literature in this context has presented models to stimulate the senses and imaginations of people. But the artistic experience requires being able to attract consumers thanks to innovative proposals, and then facilitating a progressive appropriation resulting in a process of co-creation in which the experiential context and activity of the consumer are combined. This chapter aims to present the importance of managing the customer experience of creative and artistic proposals by identifying different patterns and decisions.
