work remains to be done. Originality/value – Given the recent growth in arts marketing research, the paper provides a timely map of the territory. Keywords Arts marketing, Serials, Research work Paper type Literature review Arts Marketing: An International Journal Vol. 1 No. 1, 2011 pp. 26-38 r Emerald Group Publishing Limited 2044-2084 DOI 10.1108/20442081111129851 1. Introduction Although there is a commonly held view that arts marketing is a minority interest area, this is more akin to a lazy…
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