Rola marketingu w rozwoju rynku sztuki
Marketing Influence on the Art Market Development
Author(s): Anna RogozińskaSubject(s): Economy, Fine Arts / Performing Arts, Business Economy / Management, Sociology, Sociology of the arts, business, education, Economic development, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: art market; artwork as a product; relationship marketing; service marketing; transactional marketing;
Summary/Abstract: In the following article is analysed the problem of changing the art work statutes. It happened with the significant participation of market infrastructure and visible effects on the functions of art world and it’s institutions. Discussed is also the transformation process of the art work into a product that was a result of consumer goods marketing influences. This marketing concept was confronted with it’s alternative version – with relationship marketing. There is a real chance, that relationship marketing used in the management of the art world institutions and on the art market, will defend subjective perception of art work in front of commercialized mass culture and art industry, as well as technologically determined economy.
Journal: Marketing i Zarządzanie
- Issue Year: 42/2016
- Issue No: 1
- Page Range: 253-266
- Page Count: 14
- Language: Polish