Abstract
Abstract This paper aims to contribute to an understanding of the marketing/creativity interface in the visual arts at the level of the individual artist. Proceeding, broadly speaking, from a constructivist perspective and using a qualitative case study approach, it examines a visual artist's personal construction of her creative and business work. The analysis highlights the significance of emotional, cognitive, spiritual and physical processes for the artist's positioning, process, and products, as well as her difficulties with promotion and pricing issues. It was seen, following Fillis (2004), that, at the level of an individual artist, her work may be not only product‐oriented but self‐oriented. It therefore behoves artists and their agents to be able to offer appropriately distinguishing promotional accounts of the artist's artistic identity, process and work based on a deep self‐reflexive awareness and understanding by the artist of her own creative practice. Copyright © 2005 John Wiley & Sons, Ltd.
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