Professional development in the management of the arts is increasingly important with the growth of the arts and cultural sectors. Traditional texts on arts marketing emphasise a marketing mix approach that is of limited value to experienced marketers. A framework for the analysis of the distinctive structural and process characteristics of marketing the arts, that assumes a knowledge of marketing concepts and processes, is proposed and developed. The marketing concept is then examined critically for its utility for the arts context. Having thrived as a permanent "industry" with inherently temporary arrangements, in a dynamic, multicultural and project-oriented environment, the arts context is the epitome of organisation for the "new economy". Issues for commercial entities are explored.