ABSTRACT
This chapter aim to discuss the relationship between marketing and the field of arts and culture. Everyone who works in the arts is naturally, and correctly, convinced that what they do is useful to society. When one considers all those people who attend live performances, visit museums, go to the cinema, consume music and films on digital platforms, read novels, or watch soap operas on TV, one has to admit that virtually everyone, in one way or another, consumes artistic products of one kind or another. The people responsible for marketing in a cultural organization work to provide the company with the means necessary for the artist to realize their artistic dreams. The arts administrators work for those who produce and consume art—and for art itself. Any person whose job involves cultural mediation will benefit from knowing the monetary, psychological, or sociological constraints which prevent a person from attending theatres or museums.
