It is around the particularities of cultural marketing that entrepreneurship and leadership in marketing the arts must be articulated. The marketing process in the arts starts with the creative work; the manager cannot modify this core product. Thus the marketing process in the arts is conceptually different from that in other fields. At the same time, because the cultural sector features a very fragmented and competitive market, comprising different categories of consumer, the potential client is faced with an overwhelming number and diversity of choices. If the market is to be extended beyond its current limits, firms in the high art sector will have to increase their knowledge of the who and why of consumer behaviour. They will also have to engage in stronger branding and positioning efforts and make better use of information technology for marketing purposes. (Publisher's abstract)

It is around the particularities of cultural marketing that entrepreneurship and leadership in marketing the arts must be articulated. The marketing process in the arts starts with the creative work; the manager cannot modify this core product. Thus the marketing process in the arts is conceptually different from that in other fields.