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Four Phases of a Successful Art-Marketing Strategy

How to Win the War of Selling Your Art and Become a Legend  Research done by museum curator Heather Bhandari and arts lawyer Jonathan Melber shows that on average, artists earn about $10,000 a year after taxes (Zimmer). If artists are talented and make an effort to market their art, why does success not follow? Consistent, intentional marketing is a key component of any successful business, but according to the Journal of Marketing Management, “The marketing orientation and activities undertaken by visual artists deviates significantly from the assumptions underpinning traditional marketing theory” (Lehman 664). Promoting art is different than promoting other products and services because the strategy needs to revolve around an artist’s brand and career as opposed to his...

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