This analysis intends to focus on the recent trend of hynridization between marketing and contemporary art throughout three principal levels: the blurring boundary between the art space and the commercial space; the shifting identity of the artwork and the consumer good and finally it will concentrate on the new figure of the artist persona nowadays more similar to an entrepreneur. M(ART)KETING underlines contemporary phenomena in which the aestheticization of commerce and the commercialization of aesthetics converge.