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Summary
Despite the traditional focus on market value in marketing research, there is
much that the wider literature on impacts and values of arts and culture can
gain from the marketing field. Here, we have only been able to address a few of
the most important theoretical concepts developed in the marketing literature
(Holbrook 1999; Botti 2000) and point out some examples of empirical studies
that may usefully inform larger debates (Boerner and Jobst 2013; Raajpoot et
al 2010). However, this cursory overview suggests that a focused review of the
marketing literature with an eye toward implications and applicability to wider
studies of impact and value would be worthwhile. In particular, marketers’ techniques
and extensive experience developing and rigorously testing sets of indicators
may be useful in advancing more general measures of impact and value in
relation to cultural programmes. Further, it is clear that the marketing perspective
is continually evolving (Bourgeon-Renault 2000, 10-11), and the recent investigation
of engagement as a determinant of consumption levels (Calder et al 2013)
may indicate a broadening of marketers’ traditional focus on satisfaction that
could be more appropriate to applications in the arts and cultural sector.
VALUING ARTS AND CULTURE FROM THE MARKETING PERSPECTIVE 104
UNDERSTANDING the value and impacts of cultural experiences