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Arts Marketing in the terms of Creative Communication Theory
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Emotion and Affect
Abstract
Creative communication is a form of communication initially based on the Internet and relies on digital technology. It focuses on information dissemination and communication in the digital space and extends the concept of digital marketing. This paper reflects on the concept of creative communication, based on the assumption that marketing communication in our times is embedded both in the digital economy and in the effective economy. This paper proposes that digital marketing and art marketing can be mutually supporting aspects of creative communication. From the perspective of creative communication, this paper generalizes the concept of arts marketing and elaborates its two important features. This paper studies art marketing as a marketing philosophy and focuses on creative, playful, and humanistic methods rather than predictive marketing models.
First & Corresponding Author
Ziqi Wang, Capital University of Economics and Business
Authors in the order to be printed.
Ziqi Wang