Special issue on creative methods of inquiry in arts marketing

Purpose – The purpose of this Editorial is to introduce the reader to the changing environment of arts marketing, which poses challenges to researchers and necessitates creative methods of inquiry. Design/methodology/approach – The Editorial introduces the papers in this special issue. Findings – It was found that creative inquiry in arts marketing includes the use of both established and innovative interpretive methods. Originality/value – The Editorial explains how the application of creative methods of inquiry can aid our understanding of the relationship between art and the market.