Purpose & Background of the dissertation - Domain of marketing as a theory has expanded in the last few decades, but is still based on a very narrow customer centered or a market oriented view. This view constraints and limits the scope of marketing in the analysis of certain non-business areas. Marketing researchers have mainly ignored this area but with the advent of visual arts and the product centered view of marketing this domain can no longer be brushed aside. This dissertation attempts to highlight this limitation of the traditional view of marketing by contrasting it the visual arts marketing view that focuses on product oriented approach. Case of Lia Rumma gallery and associated artists has been analyzed to show this gap and suggest marketing strategies for them. In summary, this dissertation adds to this stream of literature by bringing an entirely new perspective and paving way for further research.

Structure of the dissertation - Core of the dissertation is the Literature review that sets the tone of the dissertation and helps in answering the main research question i.e. the key differences in the traditional marketing view and visual arts marketing. It also highlights other key areas such as limitations of marketing, evolution of marketing in the museums and key aspects of visual arts marketing for the artists. Another important section is the Analysis & Discussion section where analysis of Lia Rumma gallery, its artists, its various stakeholders and marketing strategy is undertaken. Finally, taking a practical approach a balance between the market oriented and product oriented view is examined.
Research Methodology ? Secondary research methodology has been used with focus on Qualitative data. Also, a Case based research has been presented to highlight specific findings.

Key Words - Visual arts marketing, Marketing Theory Limitations, Lia Rumma, Product Oriented approach, Market oriented approach, 4P?s of marketing.