application of prescriptive marketing frameworks based on the marketing mix within art organisations and environments. There is far less evidence of the inclusion of other useful contributions such as creativity research and entrepreneurial thinking (Fillis and Rentschler 2006). Despite development of marketing thought, there have been few competing schools at any one point in time (Kotler 1979). However, in the art world, the existence of rival schools has resulted in the healthy construction of alternative theoretical and practical directions. Kotler’s commentary suggests that marketing theory would be more creative if artistic thinking is embraced. One potential interaction might revolve around analysing how the Surrealists made use of dreams and the subconscious as a way of generating ideas (Gibson 1997). This could then be incorporated into the marketing research process; for example, in seeking to improve understanding of consumer behaviour where subconscious thinking impacts on purchase behaviour. Art can lead to new ways of perceiving the environment. It may even be possible to consider the application of art within marketing as part of a potential paradigm shift (Bohm 1998).