EL MARKETING DE LA CULTURA Y LAS ARTES: UNA EVOLUCIó

The theory of marketing culture has been developed from a romantic conception of what art is. Under this perspective it is considered that marketing cannot be implemented during the process of artistic production due to the risk of trivializing justified by the desire to reach a wider audience. This paper describes the main contributions of the study of marketing culture from its beginnings, when its use was suggested as merely a useful tool for incrementing returns, to the current discussions over the pertinence of its implementation during the process of artistic production. The objective is to systematize the evolution experienced by this discipline and to develop arguments in favor of the implementation of marketing before, during and after the creative process.