Tesis: "Art Marketing"

1

Anderson, Larna. "Art marketing and management". Thesis, Rhodes University, 1995. http://hdl.handle.net/10962/d1002188.

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Formal art education equips students with skills to produce artworks. A formal art education may increase the opportunity for employment, however, art-related employment is very limited. Art graduates would be better equipped to market and manage art establishments or their own careers if art education were to be supplemented with basic business skills. Artists who wish to earn unsupplemented incomes from their art should undertake to acquire business acumen. This includes being presentable to the market place in attitude and appearance. It also includes aptitude in art, marketing and management. Role models and non-models of success and failure in business should also be observed. Art graduates should adopt applicable tried and tested business methods. Good marketing is a mix of business activities which identifies and creates consumer needs and wants. Marketing activities involve research, planning, packaging, pricing, promoting and distributing products and services to the public to create exchanges that satisfy individual and organisational objectives. Art products include artworks, frames, art books and art materials. Art-related services include the undertaking of commissions, consulting, teaching, free parking, convenient shopping hours, acceptance of mail or telephone orders, exhibitions, ease of contact, approval facilities, wrapping, delivery, installations (picture hanging), quotations, discounts, credit facilities, guarantees, trade-ins, adjustments and restorations. Good management is a mix of business activities which enables a venture to meet the challenges of supply and demand. There is a blueprint for management competence. The three dimensions of organisational competence are collaboration, commitment and creativity. Self-marketing and management is an expression of an artist's most creative being. It is that which can ensure and sustain recognition and income. Artists, like other competent organisations and entrepreneurs from the private sector, should operate with efficient manufacturing, marketing, management and finance departments. They are also equally important and therefore demand equal attention. Artistic skill together with business acumen should equip the artist to successfully compete in the market place. There are no short-cuts to becoming an artist but there are short-cuts to becoming a known and financially stable artist. Understanding marketing and management could mean the difference between waiting in poverty and frustration for a "lucky break" (which may only happen after an artists's death) and taking control. Success should be perpetuated through continuous effort.

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2

Bennett, Josephine. "Marketing public art : public art, urban cultural policy and the role of relationship marketing". Thesis, Queensland University of Technology, 2000.

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3

Petersson, Viktor y Markus Svensson. "Stealth Marketing : The art of deceiving consumers". Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-11246.

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Bachelor Thesis in business administration, school of economics at Linnæus University, marketing, 2FE07E, Spring 2010 Authors: Viktor Pettersson and Markus Svensson Instructor: Mosad Zineldin Title: Stealth Marketing The art of deceiving consumers Background: Ethical aspects in promoting products are a concern when new methods are developed in order to reach consumers with marketing messages. Stealth marketing is one method developed and is based on not disclosing or revealing the true relationship to a marketing message. Furthermore, what impacts stealth marketing can have on brand image is questioned. Purpose: Create an understanding for the importance of ethical considerations when using stealth marketing; furthermore determine if that could affect the brand image. Delimitation: This thesis is focusing on the ethical aspects of stealth marketing, the legal aspects are not being considered. Method: A quantitative research method was used in form of a survey with 249 respondents. The questions in the survey were based on theory and the results from the survey were analyzed in a program called SPSS. This was analyzed through three propositions and then compared to theory. The conclusion is answering the propositions, and either accepted or falsified. Results, conclusions: It has been identified that consumers’ consider business ethics to be important. However, it did not have enough impact to make consumers’ boycott the products. It is also concluded that stealth marketing methods have a small negative impact on the brand image. Suggestion for further research: A recommendation is to determine which techniques that are considered to be unethical business behaviour. Recommendations for further research are to focus on where the business ethical boarders are trespassed, and when a boycott of products occurs. Another interesting aspect for further research would be to examine if there is ethical differences and acceptable behaviour by a company, between an older and younger generation.

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4

Solano, Maria Schelle. "Art, Commerce, and Social Transformation: Public Art And the Marketing of Philadelphia". Diss., Temple University Libraries, 2012. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/184817.

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Anthropology
Ph.D.
The field site for this US-based ethnography is the city of Philadelphia, Pennsylvania. The overwhelming presence of murals in the urban landscape calls into question how these figurative wall-sized paintings improve the lives and neighborhoods in which these paintings are found. With Philadelphia suffering the consequences of deindustrialization and neoliberal globalization, characterized by high poverty and inequality, and consistently low rankings in quality of life indicators by the national media, what role do murals play in change? Do murals mask urban problems by literally painting over blight, and, therefore distract from vital issues? Alternately, are murals a beacon of hope in an aging post-industrialized city? How do these murals contribute to the city - socially, culturally, and economically? This research study employs the following in its methodology: archival research, participant observation, interviews, visual and audio documentation, web site analysis of the Mural Arts Program's public transcript, and documentation of contemporary media coverage of the MAP and tourism related economic strategies. Over the course of its almost thirty-year history, the MAP has seen its mission shift from dealing with erasing graffiti, to helping transform (i.e. empower and motivate) communities and individuals, as a way to deal with poverty and increasing political and economic inequality. As globalization placed pressures on cities to compete in a global economy, new urban branding practices changed the scale of operations from place-based local communities (that focused on rehabilitating "at-risk" populations) to the city as a whole (city-wide murals and related projects/events), that increased local media coverage and brought the MAP to the attention of national media outlets - the kind of publicity necessary to advertise Philadelphia as an "urban brand," "The City of Murals." The promotion of Philadelphia as "The City of Murals" is premised on art having a "social life" by virtue of human interaction, and therefore, has the capacity to engage, captivate, and transform - its "value" is in being commodified and consumed. At the same time, the consumption of particular art objects and experiences demonstrates "taste" and marks social difference and maintains social hierarchies.
Temple University--Theses

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5

Kokosenski, Rachel Elizabeth. "Art as business: Creating marketing strategies for artists". CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2982.

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The project takes marketing strategies learned in business and applies them to the work of visual artists. The project consists of two parts. The first part includes marketing materials and brand identity for a marketing/career counseling business (coach4artists). Materials for the counseling business consist of a corporate identity package, a brochure, a website, a business plan, and a marketing plan for the company. The second part includes marketing materials for a student artist (the "client") from California State University, San Bernardino. Materials for the client consist of a corporate identity package, a brochure, a postcard, a website, a business plan and a marketing plan.

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6

Van, den Bosch Annette. "The art market since 1940 : a model of relationships between key players and the interactions between aesthetic and financial values". Thesis, The University of Sydney, 1989. https://hdl.handle.net/2123/26264.

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The interaction between aesthetic and financial values which has developed in the art market since 1945 constitutes a new situation for the practice of art and poses new problems for aesthetic theory. There have been previous studies of the relationships between artists and dealers, and of the role of collectors, museums s and auction houses in the sale of works of art. However, no single study has attempted to construct a model of the market which takes account of the principal players and their interactions. In New York, the different processes for value formation in art, aesthetic value and ﬁnancial value (or price), become thoroughly mixed in the development of a market for American Modernism. The model of the market which is developed in volume one is a simpliﬁe d representation of a historical situation. The analysis concentrates on a few major elements in the system: tastemakers and collectors, dealers and museums, artists and public policy. The leading role played by tastemakers, and the limited number of key players, leaves the art market open to manipulation. The expansion and acceleration of the New York artworld/market system into Europe and Australia in the 1960s is traced. The impact of increased investment in art, and the role of corporate collectors and their relationships to museums is examined in both the international market and the Australian market. The second volume of the thesis develops a model of the interactions between the international market and a national market, in Australia. The study of the Australian market shows the impact of the New York investment market model in the 1960s, and the full reproduction of the New York model in Sydney in the 1970s. Changing patterns in artists' careers and new processes for reputation formation are examined. The interactions between public sector arts policy and the market, the growth of museums, and the role of all dare in widening the audience for art, are discussed in relation to both the United States and Australia. The model shown in evolution is a dynamic system. Various crises both financial and aesthetic forced the market to restructure. Some artists actively participated in the system, others developed new norms or practices. The increased use of art for investment led to an emphasis on male reputations in museums and in dealers' galleries - the modern masters syndrome - which was resisted by women artists. Active debates have taken place and legislation has been formulated to resist the most obvious manipulations of the market. The use of a model of the market may enable all those concerned to focus debate on the processes for the formation of aesthetic or financial value (or price) in the artworld/market system.

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7

Van, den Bosch Annette. "The art market since 1940: a model of relationships between key players and the interactions between aesthetic and financial values". Thesis, The University of Sydney, 1989. https://hdl.handle.net/2123/26277.

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The interaction between aesthetic and financial values which has developed in the art market since 1945 constitutes a new situation for the practice of art and poses new problems for aesthetic theory. There have been previous studies of the relationships between artists and dealers, and of the role of collectors, museums and auction houses in the sale of works of art. However, no single study has attempted to construct a model of the market which takes account of the principal players and their interactions. In New York, the different processes for value formation in art, aesthetic value and financial value (or price), become thoroughly mixed in the development of a market for American Modernism. The model of the market which is developed in volume one is a simplified representation of an historical situation. The analysis concentrates on a few major elements in the system: tastemake|$ and collectors, dealers and museums, artists and public policy. The leading role played by tastemakers, and the limited number of key players, leaves the art market open to manipulation. The expansion and acceleration of the New York artworld/market system into Europe and Australia in the 1960s is traced. The impact of increased investment in art, and the role of corporate collectors and their relationships to museums is examined in both the international market and the Australian market. The second volume of the thesis develops a model of the interactions between the international market and a national market, in Australia. The study of the Australian market shows the impact of the New York investment market model in the 1960s, and the full reproduction of the New York model in Sydney in the 1970s. Changing patterns in artists' careers and new processes for reputation formation are examined. The interactions between public sector arts policy and the market, the growth of museums, and the role of all three in widening the audience for art, are discussed in relation to both the United States and Australia. The model shown in evolution is a dynamic system. Various crises both financial and aesthetic forced the market to restructure. Some artists actively participated in the system, others developed new norms or practices. The increased use of art for investment led to an emphasis on male reputations in museums and in dealers' galleries - the modern masters syndrome - which was resisted by women artists. Active debates have taken place and legislation has been formulated to resist the most obvious manipulations of the market. The use of a model of the market may enable all those concerned to focus debate on the processes for the formation of aesthetic or financial value (or price) in the artworld/market system.

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8

Indorato, Carmen. "A marketing plan for a publication for the arts in Rochester /". Online version of thesis, 1989. http://ritdml.rit.edu/handle/1850/11303.

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9

Wålander, Natalie y Jannie Andersson. "Event Marketing : Kulturnatten och City Art Link som marknadsföringsverktyg". Thesis, Linköping University, Linköping University, Linköping University, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-57476.

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10

Bragagnolo, Elena <1992&gt. "Art advisory nel private banking: una strategia di marketing?" Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11893.

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Questo lavoro mira ad analizzare il ruolo della consulenza artistica all'interno delle banche italiane. Dopo una panoramica iniziale sul private banking, ove l'art advisory si colloca, ci si concentrerà su quest'ultimo, analizzandone le caratteristiche e i cambiamenti nell'ultimo decennio. Infine si approfondirà il caso del gruppo bancario BNP- PARIBAS, con dati riguardanti sia il wealth management, sia l'art banking.

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11

Governo, Fernando Manuel Pereira. "A cross-country analysis of the demand for "art house" vs. "mainstream" cinema films". Dissertação, Faculdade de Economia da Universidade do Porto, 2009. http://hdl.handle.net/10216/56122.

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12

McDonald, Michelle. "Selling Utopia marketing the art of the women of Utopia /". Master's thesis, Australia : Macquarie University, 1999. http://hdl.handle.net/1959.14/15101.

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Thesis (MA)--Macquarie University, Institute of Early Childhood.
Includes bibliographical references.
Introduction -- Literature review -- A brief history of Utopia's art production; its place in the indigenous art movement -- The role of the wholesaler -- The retail sector -- Report on survey of the buyers of indigenous art -- Emily Kame Kngwarreye -- Authenticity -- Conclusion.
Summary: The thesis focuses on marketing art from the Aboriginal community, Utopia, where the majority of artists, and the best known artists, are women. It documents methods by which the art moves from the community to retail art outlets; it includes detailed documentation of marketing in the retail sector and also includes research into the buying of indigenous art by private buyers. -- Emily Kame Kngwarreye is the best known of the Utopia painters. The study proposes reasons for her success and points to further questions beyond the scope of this study. Problems inherent in criticism and editing of her work are raised and interpreted in the context of the marketplace. -- The original thesis plan did not include detailed discussion about authorship. However, in 1997 the media reported controversy about authorship of a prize-winning work. As such controversy must affect marketing, this topic (as it relates to this artist), was included. -- Although possibilities for improvement in marketing methods have become apparent as a result of this research, areas where further research would be beneficial have also become apparent.
Mode of access: World Wide Web.
265, [48] p

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13

Dodys, Ann P. "A Roadmap to Promoting and Marketing Artwork from a Veteran Visual Art Teacher's Perspective". Digital Archive @ GSU, 2012. http://digitalarchive.gsu.edu/art_design_theses/122.

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The advancement in technology in the twenty first century has introduced new and exciting ways for artists to self-promote their artwork while traditional methods remain viable. To be competitive in the art market an artist must understand and implement a variety of marketing strategies. Effective marketing is particularly critical for an art teacher who is also a practicing artist in order to sell their artwork. Through a comparative analysis of readily available marketing tools for artwork, I explore in this study a variety of ways that an artist can establish a successful career in art through the use of technology, and create a roadmap that can be used to shorten their route.

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14

Daita, Ananda Rohit. "The Art and Science of Data Analysis". Thesis, University of North Texas, 2018. https://digital.library.unt.edu/ark:/67531/metadc1157624/.

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This thesis aims to utilize data analysis and predictive modeling techniques and apply them in different domains for gaining insights. The topics were chosen keeping the same in mind. Analysis of customer interests is a crucial factor in present marketing trends and hence we worked on twitter data which is a significant part of digital marketing. Neuroscience, especially psychological behavior, is an important research area. We chose eye tracking data based on which we differentiated human concentration while watching controllable (video game) videos and uncontrollable (sports) videos. Currently, cities are using data analysis for becoming smart cities. We worked on the City of Lewisville emergency services data and predicted the vehicle-accident-prone areas for development of precautionary measures in those areas.

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15

Hoebarth, Juergen. "Art organisations in the age of social media : how Hong Kong's non-profit art organisations are dealing with the use of social media to address their audiences". HKBU Institutional Repository, 2013. http://repository.hkbu.edu.hk/etd_ra/1492.

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16

Bickerstaff, Meghan Triplett. "Okay, Maybe You Are Your Khakis: Consumerism, Art, and Identity in American Culture". Oxford, Ohio : Miami University, 2004. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=miami1092258380.

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17

Marwitz, Christian. "Kontrolle des Sponsorings : state of the art und methodischer Evaluationsansatz /". Wiesbaden : Dt. Univ.-Verl, 2006. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014956116&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

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18

Gilmore, Thomas H. "design+branding: an intersection of art and business". University of Cincinnati / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1337085460.

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19

Governo, Fernando Manuel Pereira. "A cross-country analysis of the demand for "art house" vs. "mainstream" cinema films". Master's thesis, Faculdade de Economia da Universidade do Porto, 2009. http://hdl.handle.net/10216/56122.

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20

Soybelli, Tugba. "The Influence of Visual Art in the Brand Communication of Exclusive Streetwear Brands". Ohio University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1628073613427954.

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21

André, Sofia y Jenny Dock. "Marknadsföring av konst via Internet : Artotekets förutsättningar att lyckas på marknaden". Thesis, Södertörn University College, School of Communication, Technology and Design, 2002. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-342.

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Internet has opened a whole new world when it comes to marketing. Because of this companies can reach out to a broader consumer audience. The idea to write this essay came to mind, when we were asked to design the website of a new registered company named Artoteket. The company’s purpose is to hire out and market art on the Internet to bigger companies such as banks, law firms and industrial company’s etc. We were curious if Artotekets potential clients were interested in using the service that Artoteket offers. For this study we have interviewed ten companies that Artoteket sees as potential clients. By examining Internet and finding information about how art has been marketed before, we can draw new conclusions about art and the positive and negative aspects with marketing art on the Internet.

The purpose with this essay was to explore what possibilities Artoteket has to hire out and market art on the Internet.

Our conclusion is that; Artoteket has potential clients among the interviewed companies. Artoteket has good possibilities to establish themselves as a well-known brand on the market, because the company has great knowledge in marketing. We believe that Artoteket will gain even more clients in the future if they also create a brochure/catalogue as a complement to the website.

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22

Drozdová, Alexandra. "Marketingová komunikace v soudobé praxi tuzemských muzeí umění". Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205698.

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The aim of this thesis is to describe thoroughly the way Czech museums of art are using the principles of marketing communications nowadays. Theoretical part of the thesis presents brief history of modern museums worldwide as well as in the Czech Republic (with special stress on the network of regional galleries being founded in the second half of the 20th century. It also presents bases of museum marketing and the elements of integrated marketing concept applied on galleries. Terms of branding and fundraising are mentioned as well. The research part of the thesis contains the results of questionnaire survey among 10 representatives of Czech regional galleries. Each of the included museums of art is introduced with emphasis on their ways of using marketing communications principles. Their visual identities are also described and media monitoring analysis is added to all of them. We can say that the principles of marketing communications are anchored among Czech galleries; however they struggle with the lack of finance needed to concentrate more on such activities.

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23

Shin, Sunyoung. "Product Differentiation: An Analysis of VIVA! & Gala Around Town Series of the Cleveland Museum of Art". University of Akron / OhioLINK, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=akron1239466530.

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24

Chow, Po-fun Wendy. "Marketing of local drama production in Hong Kong /". Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19876555.

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25

Lacy, Stephen W. "The sandbox line". Virtual Press, 1997. http://liblink.bsu.edu/uhtbin/catkey/1045636.

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This Creative Project documents and explains the significance of the exhibition space known as the Sandbox and its members. The goal was to bring together a cohesive body of work that commemorated the people and events related to the Sandbox gallery. This was accomplished by using a variety of materials and tools including video tape, slides, bronze, paint, silk-screens, and super 8 film, to name a few.
Department of Art

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26

Olidge, Kara Tucina. "Stella Jones Gallery: organizational analysis and suggested marketing plan". ScholarWorks@UNO, 2000. http://scholarworks.uno.edu/aa_rpts/36.

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Stella Jones Gallery: An Organizational Analysis and Suggested Marketing Plan is based on my internship as Managing Director of Stella Jones Gallery. The internship report will focus on 1. Analyzing the organizational structure and cultures of Stella Jones Gallery as it relates to the internship and 2. Creating a marketing plan to support, expose, and expand the mission of the organization. Because of the report's objectives, the internship report has been segmented into the following sections: Part I: Organizational Analysis Stella Jones Gallery's organizational structure and culture will be analyzed to determine the effectiveness and efficiency of its methods and practices. Through the analysis, a description and evaluation of my internship as Managing Director will be provided to discuss the overall effectiveness of the position. It will also discuss the position's contribution to the strengths and weaknesses of the organization. This section will be immediately followed by suggestions in management and staffing as well as ways in which the organization can redefine and strengthen its organizational culture. Part II: Suggested Marketing Plan At the time of the internship, Stella Jones Gallery had been in existence for three and a half years and is emerging as one of the leading African-American galleries in the southeast region of the United States. The gallery has been very fortunate to have reviews in highly regarded magazines such as Art Business News, Art and Antiques, and the International Review of African-American Art. It has not, however, established a strategic marketing plan to propel the gallery to the forefront of the commercial arts industry. The marketing plan created will suggest ways the gallery can capitalize on the medial attention it has received. Secondly, it will illustrate how the gallery can promote and establish its product within the commercial arts industry and non-profit sector of the visual arts. Finally, it offers ways in which the gallery can forge ahead of its competition by offering on-line as well as curatorial and educational services. The issues addressed and suggestions made are to help Stella Jones Gallery reach its potential as a leading art organization. In conclusion, this report will note any changes or improvements made in the gallery's management practices, staff, and marketing strategies as a result of the suggestions offered.

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27

Chow, Po-fun Wendy y 周寶芬. "Marketing of local drama production in Hong Kong". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31268730.

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Andary, Chetana. "Curating place: Public art and city identity". Thesis, Queensland University of Technology, 2020. https://eprints.qut.edu.au/202922/1/Chetana_Andary_Thesis.pdf.

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This Thesis investigates the impact and influence of the public art-curator to engender place-identity. It focuses on the connected relationship between curating, public art, and place identity to develop a contemporary understanding of the challenges, drivers, players and intersections that determine spatial and custodial narratives. Through the theories of placemaking and brand marketing and the review of the art and cultural policies of New York, Singapore, and Qatar, it draws upon the practice in curating public art.

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29

Jacobson, Malcolm. "Getting paid writing graffiti : How graffiti artists produce value within marketing". Thesis, Stockholms universitet, Sociologiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-114878.

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In settings such as hotels, bars and boutiques, things like cars, sodas, clothes, and cities, are fueled with the symbolic capital of graffiti. The purpose of this ethnographic study is to understand how graffiti writers, through marketing, increase the value of their work, as well as that of other products, and how this commercialization affects the meaning of graffiti. Utilizing a perspective of social constructionism, the analysis shows how actors and social fields that are constructed as incongruous (e.g., art galleries and graffiti culture), are at the same time being mixed together to create something new, and thus create value. This study shows how practices that are considered marginal, or deviant, at the same time generate value within the general economy. Deploying an abductive approach, and building on ample empirical material, this study shows that the narrative of graffiti as something illegal is one of the main traits that enables graffiti writers to exchange subcultural capital for economic. The results show that previous research, investigating graffiti from a dichotomous perspective of either art or vandalism, do not give a satisfactory understanding of this diverse subculture. The empirical material consists of 30 participant observations in public events, in Sweden during the autumn of 2014, where graffiti is turned into a commodity embodied with subcultural capital. Moreover, four in-depth interviews were executed with graffiti writers who have sold their competence and art for purposes of marketing, and one group interview with three of their customers. Further, several documents were collected and analyzed.

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30

Barone, Edoardo <1992&gt. "Innovazione digitale e marketing territoriale: strategie per lo sviluppo del settore turistico culturale". Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11824.

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Lo scopo di questo lavoro è quello di analizzare lo stato dell'arte circa i metodi di valorizzazione del patrimonio culturale italiano e di proporre nuovi strumenti e strategie per la collaborazione fra addetti ai lavori del settore artistico ed esercenti del territorio. La chiave di volta per tale cooperazione è da ricercare nello sviluppo di un innovativo modo di intendere e pensare il turismo, che leghi il patrimonio in questione al settore commerciale privato col fine di sviluppare le potenzialità dei singoli territori. Ed è proprio del territorio che questo lavoro comincerà a trattare, inteso come spazio entro il quale coesistono beni e persone. Si spiegherà come il fortunato caso che riguarda la penisola italiana possa aprire le porte a nuovi modi per intendere e sfruttare le risorse artistiche di cui il paese dispone. Nel primo capitolo si andrà ad esporre il concetto di “museo diffuso” e di come l'utilizzo della razionalizzazione dello spazio tramite il mapping possa migliorare l'efficienza nella fruizione dei beni in un dato ambiente. A seguire andranno analizzati i consumi, i bisogni e i pubblici della cultura con l'ausilio di dati qualitativi e quantitativi, esaminate le regolamentazioni che disciplinano il management del patrimonio artistico e esposte le criticità delle attuali strategie di valorizzazione dei beni culturali. Le mutazioni che hanno coinvolto il turismo e l'innovazione digitale dei servizi saranno invece i soggetti di studio del secondo capitolo. Durante la stesura di questa parte di lavoro ho reputato necessario porre a sostegno le cifre del turismo nelle città d'arte e le intuizioni di alcuni esperti circa l'evoluzione del turista del nostro secolo per giustificare un accenno critico al mercato che ruota attorno ad esso. Si passerà poi a tracciare la crescita delle tecnologie per la promozione del territorio e lo sfruttamento di una evoluzione dell'uso della Rete chiamato IoT, ovvero Internet delle Cose. Dalla fusione fra questi propedeutici studi nasce il mio lavoro, che non è che un'indagine su possibili nuove cooperazioni che coinvolgano il settore culturale e quello turistico. Ipotizzando che gli strumenti per far sì che tale sinergia si riveli proficua per entrambe le parti siano software e devices tecnologici, si procederà con analisi benchmark sui congegni esistenti arrivando alla formulazione di un nuovo innovativo sistema che sfrutti dinamiche di audience engagement e gamification. Di tale strumento tratterà infine il quarto capitolo, dove ne saranno esposti gradualmente i processi di realizzazione, ne sarà testata la sostenibilità economica e presentati gli stakeholders. Si seguirà lo sviluppo dal back-end, la parte relativa la programmazione che permette l'effettivo funzionamento del software, al front-end, cioè la parte visibile al fruitore con cui egli stesso può interagire, lasciando spazio infine per immaginare conseguenti implementazioni funzionali al prodotto stesso, volte ad aumentarne l'efficacia e i bacini di utenza a cui potrebbe rivolgersi.

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Moravec, Martin. "Foundations of Sequential Art Driven Development". Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-193053.

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To develop and deliver an innovative and technologically superior product is not enough to succeed when it does not meet the user's daily needs. To develop such a product, you need an abstract and easy to use communication platform for target users, decision makers, and developers, that can also act as a model of the relevant part of the real world displaced by a possible innovation, auxiliary tool in creating a mind map and documentation, and a way of promoting the final product. An instance of such a platform is a sophisticated comic book, itself an instance of sequential art. Not only is it a feature rich and intuitive tool for collaboration of interested parties with different backgrounds, skills and roles, but since it essentially reflects the relevant part of the real world displaced by the innovation, it's pretty easy and quick for a new user to learn and master. Although not limited to such instances, it can be found as an especially useful tool for crowdsourced and open source based projects. This thesis will lay down the much needed theoretical basis for the Sequential Art Driven Development method and offer a practical application of such method, with an open call for contributions from members of the crowd, in the form of a CC0 licensed comic book series "Who is Secret Agent X-9?", a showcase platform for cutting edge technologies like the Bitcoin network and Nemo Mobile operating system.

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32

Günther, Kristin. "Wenn der Kunde aus Gewohnheit kauft: State-oft-the-Art des habitualisierten Verhaltens im Marketing". Bachelor's thesis, Saechsische Landesbibliothek- Staats- und Universitaetsbibliothek Dresden, 2012. http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-97392.

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Diese Bachelorarbeit soll zum Verständnis bringen, was habitualisiertes Verhalten bedeutet, warum Menschen routiniert handeln, wie Gewohnheiten beziehungsweise habitualisiertes Verhalten überhaupt entstehen. Als Entstehungsursachen werden „Persönlichkeitsmerkmale“, „eigene Gebrauchserfahrungen“ sowie „Übernahme von Gebrauchserfahrungen“ analysiert. Zudem wird erklärt, was Produkttreue bedeutet und welche Verbindung zwischen ihr und dem habitualisiertem Verhalten besteht. Aus diesen Resultaten dieser Arbeit lassen sich schließlich Implikationen des habitualisierten Kaufverhaltens für das Marketing ableiten. Um den aktuellen Forschungsstand zu diesem Thema darzulegen, wurden 13 Studien verwendet.

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Pavlů, Kristýna. "Marketing hudebního festivalu Dvořákova Praha". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124594.

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This thesis focuses on marketing activities of the classical music festival Dvořák's Prague. Its goal is to analyze the advertising and other marketing activities of Dvořák's Prague in detail. On these bases recommendations on how to increase the knowledge of the festival will be proposed. The thesis is divided into two parts. In the first part the thesis focuses on theoretical points related to marketing ín general and to the arts, which are the subject of the festival. Then the concept of the market research is defined, its process and methods. In the second part, theoretical points are applied. After the introduction of the festival itself, the thesis continues with the analysis of particular marketing activities and with the marketing research, which was conducted to discover the public knowledge and awareness of the festival. In the final part the findings from the analyses of marketing activities and results of the marketing research will be used to propose possible improvements in marketing campaign to increase the public awareness of the festival.

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McGhee, Lydia M. "The Art of Corporate Social Narrative| Promoting Social Change While Building Markets for Products and Services". Thesis, Gonzaga University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=1540897.

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For over four decades, the outdoor clothing company Patagonia has promoted environmentalist ideologies though essays and photographs published in their print media. This strategy offers an eco-friendly narrative that resonates with many brand consumers, but the art of constructing and publicizing a corporate narrative with social purpose (i.e. corporate social narrative) has yet to be explored. In this thesis, Patagonia's corporate social narrative is reviewed in light of Fisher's narrative paradigm theory, the principals of corporate social marketing, social exchange theories, and the idea that visual imagery holds significant power in consumer markets. Major themes in Patagonia's environmental narrative are identified and explored via narrative analysis of promotional material published by the company between the years of 1972-2013, with a focus on product catalogs published after 1991. The narrative research delves into how the themes of journey, calculated risk, minimalist struggle, and a connectedness to nature help Patagonia create a self-proclaimed uncommon culture and explores how this culture is used to promote behavioral change in outdoor enthusiasts who purchase from the company. Lastly, lessons from Patagonia's social narrative are detailed along with recommendations on how corporate social narrative can be used effectively in other consumer markets.

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35

Maštalíř, Roman. "Návrh obchodního modelu pro vývojové studio Touch Art". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223648.

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The goal of the thesis is to develop a business model, which will lead to growth of Touch Art developer studio. The focus areas are: improving societal and customer education, creating value networks and leadership development. With these focuses in mind, thesis contains analysis of the environment in which the studio is present, introduction to development topic, clarifying goals and visions, as well as marketing, internal factors and field analyses. The output of this thesis is structured steps and their evaluation, which the development studio needs to undergo to ensure stronger market position.

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Jones, Caroline Elizabeth. "Art and investment a study on how investment in art affects the contemporary artist in South Africa". Thesis, Rhodes University, 1995. http://hdl.handle.net/10962/d1002200.

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Kruckenberg, Whitney. "Degas, Cassatt, Pissarro and the Making and Marketing of the Belle Epreuve". Diss., Temple University Libraries, 2014. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/304620.

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Art History
Ph.D.
Focusing on the prints of Edgar Degas, Mary Cassatt and Camille Pissarro, my dissertation explores the development of the belle épreuve, or the fine print, in relation to the Impressionist movement. I firstly consider the commercial tactics of the Impressionists in the face of the evolution of the modern art market and the decreasing relevancy of the Salon and expound on previous scholarship by demonstrating how the Impressionists' modes of presentation proved especially conducive to showcasing works on paper and how we might apply observations about the speculative nature of the Impressionists' formal innovations to their prints. Additionally I highlight contemporaneous observations about the heterogeneity of the Impressionist exhibitions that reveal meaningful insights into the nineteenth-century perception of the artists' relationships to each other, thus questioning the tendency to divide the exhibitors into two groups, the Degas-led realists and the Monet-led colorists. Then I consider the printmaking practices of Degas, Cassatt and Pissarro individually, elucidating how each artist's attitudes toward work, craft and business manifest formally in a small selection of examples from their printed oeuvres intended for exhibition or publication. Among the core members of the Impressionist group, Degas, Cassatt and Pissarro represented those most enamored with printmaking, even collaborating to create prints for a never-realized journal during the winter and spring of 1879 and 1880. I posit that the artists' shared compulsions for regular work, fascination with artistic processes, technical flexibility and curiosity and forward-thinking disregard for the traditional hierarchy accorded to media rendered them particularly suited for making rarified, laborious prints. A final factor that connects Degas, Cassatt and Pissarro is that all three artists had complicated relationships with the business of art or the need to sell. The dichotomy of art making versus art marketing manifested itself in their prints. While printmaking as a process implies multiple pulls of an original image for commercial reasons, by emphasizing handicraft through idiosyncratic techniques, Degas, Cassatt and Pissarro accentuated the artistry and labor of their prints. Because of the complicatedness of their practices, printmaking did not turn out to be particularly lucrative for any of them, yet the artists' efforts correlate to a concurrent vogue for intimate exhibitions and works, in terms of both size and technique, and Degas, Cassatt and Pissarro seemingly undertook printmaking with the progressive clientele already established for Impressionism in mind. I thusly connect my discussions of biography and personality to a consideration of Impressionism's relationship to the changing art market of the late nineteenth century, in which facture, as a record of artistic temperament, became a sought-after commodity for collectors of avant-garde art. Despite superficial differences with regard to their subject matter and approaches, an examination of Degas, Cassatt and Pissarro's printmaking practices reveals the assumed draftsmen and the colorists of the New Painting as kindred spirits, for whom the how of art-making proved just as significant as the what and for whom marketing was important but making was vital. The artists' uses of combinations of etching, softground, drypoint and aquatint demonstrates concerns for both design and tone, and each artist accordingly strove to achieve in their prints a balance of personal sensations and decorative artifice.
Temple University--Theses

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38

Cikana, Aldas. "Meno rinkodara: juvelyrės Jurgos Lago atvejis". Master's thesis, Lithuanian Academic Libraries Network (LABT), 2011. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2011~D_20110506_152639-73954.

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Šiame darbe bus nagrinėjama meno rinkodara konkrečiu atveju, t.y. išanalizavus teorines meno rinkodaros prieigas bus tyrinėjamas juvelyrės Jurgos Lago ir jos kūrybos darbų – YURGA juvelyrika – rinkodara. Kokia ji yra dabar, kokios jos problemos bei kaip galima tas problemas išspręsti: ką galima pagerinti ir pasiūlyti. Darbas susideda iš trijų dalių – viena teorinė dalis ir dvi praktinės – analitinės. Pirmoje dalyje yra analizuojama meno rinkodaros teorija, jos apibrėžimas, poreikis, orientacijos. Taip pat nagrinėjamas meninės vertės ir meninio potencialo teorija, kuri leidžia įvertinti kokioje stadijoje menininkas veikia ir kokios iškyla galimybės pasinaudoti rinkodaros pagalba. Išnagrinėjus meno rinkodaros koncepciją bei jos taikymo galimybę, pereinama prie antrosios dalies, kurioje analizuojama ir empyriškai pritaikoma teorija. Čia pateikiami juvelyrės Jurgos Lago meno rinkodaros tyrimo ir bendrinio tyrimo apie juvelyriką rezultatai, kurių analizė leidžia įsivardinti konkrečias Jurgos Lago meno rinkodaros problemas. Paskutinį baigiamojo darbo segmentą sudaro projektinė dalis, kurioje pateikiami pasiūlymai kaip pagerinti esamą Jurgos Lago juvelyrikos rinkodaros situaciją.
The object of this case study is an analysis of art marketing regarding jeweler Jurga Lago and her creations – Yurga jewelry. Study discusses current state of matter, problematic and precedents as well as proposed solutions. This paper consists of three parts: one theoretical and two practical analysis. First part talks about theoretical art marketing background: theory, needs and orientations. It also discusses value and theory of art potential, which allow to draw conclusions on artists current state as well as possibilities created by marketing. After we are done analysing the concept of art marketing and its real-life implementation capacities we get to second part of study, where theory is empirically employed. Research engages jewelers Jurga Lagos marketing concept analyzed through prism of generic jewelry market study. Last segment of this paper consists of proposed solutions and ideas on future marketing of YURGA jewelry. The goal of this paper is a clarification of art marketing definitions, theoretical reasons for its evaluation, segmentation and implementation. This helps to establish values of art, definition of an artwork, determine artists potential and influence of marketing as well as its elements. This academic work is a part of master thesis. This theoretical part analyses art marketing theory, definitions, needs and orientations. It evaluates value of art and artistic potential, which allow to draw conclusions on artists current state as well as... [to full text]

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YIJIA, LI. "Is social media a fortune or misfortune? —The art film’s dilemma and breakthrough". Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-355199.

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In China, Weibo is a social software that almost everyone uses. Weibo does not only provide an arena for users to share their experiences with friends but also offers a platform for companies to promote their products. From 2014, the distributors of the films began to use Weibo as one of their main marketing tools. Nevertheless, from the same time, Chinese art films have begun to decline, and the most direct manifestation is the downturn in the box office. At the coincidence of the two time points, the decline of art films and the Weibo seems to be linked. However, there are still a handful of art films which achieved great success on Weibo in this 3-year period. In these cases, Weibo seems to be a fortune for these art films. The first part of this study is devoted to exploring what has changed in the ways to Weibo users’ get information and communicate about films, especially art films from 2014 to 2017 by social media logic. The second part analyzes a successful case and tries to find out how the distributors of the art films could use Weibo as an online marketing tool to conduct online marketing activities by combing the social media logic with the marketing strategy for non-mainstream culture products. This study used a combination of qualitative research and quantitative research. After analyzing the collected data, it is indicated that during the three years, Weibo users have changed a lot in obtaining movie information and communicating art movies which might have an impact on Weibo users discussing art films and purchasing tickets. Weibo can also be utilized by art films distributors using idiosyncratic marketing approach than ordinary method to attract audience's attention.

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40

Malíček, Jakub. "Uplatnění marketingu v řízení firem". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224778.

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This thesis is concerned with finding the optimal proposal and the use of marketing principles to selected tradesman Honza Matyáš. Mr. Matyáš is engaged in custom manufacturing of products of blacksmithing. The main objective is to analyze the current state of trade, Mr Matyáš, identify key factors that influence its activity and subsequent design of such steps in the implementation of marketing activities, which positively affects awareness of the activities of Mr. Matyáš, will boost sales and promote its good name.

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41

FROMMWEILER, ERIC. "Etude sur la creation promotionnelle". Paris 8, 1996. http://www.theses.fr/1996PA081181.

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La promotion des ventes est devenue un element a part entiere dans - le budget de communication des annonceurs. La rentabilite immediate devenant une realite d'aujourd'hui, la promotion occupera une place de plus en plus determinante. Loin des classiques offres de remboursement, produit en plus. . . On se dirige actuellement vers des operations plus fines, plus travaillees et jouant davantage sur l'image du produit. L'obligation de resultats" qui caracterise ce secteur d'activite est devenue le leitmotiv des annonceurs. S'il doit rester une communication, ce sera la communication operationnelle, celle qui cree du trafic vers le point de vente et qui stimule la consommation. L'univers des jeux promotionnels est en passe de connaitre une profonde evolution liee au developpement des nouvelles technologies et des nouveaux medias. Les marques voient le jeu promotionnel non plus comme une simple animation, mais comme un investissement strategique. On assiste aujourd'hui a une sophistication croissante des techniques promotionnelles ainsi qu'a une mediatisation beaucoup plus intelligente des operations. Celle-ci est nee avec les operations interactives menees sur des medias tels que la television. Des jeux a revelation olfactive, thermique, voire en 3 d vont apparaitre dans un futur proche. Les cd musique, les cd rom, les cartes a puces, internet. . . Sont autant de supports susceptibles de relayer, demain, une operation promotionnelle
Sales promotion has become a full component in the communications budget of advertizers. Since immediate returns are expected in to-day's world, promotion will occupy an ever more decisive place therein. We are at present noticing a drift away from traditional money-back or more-for-your-money offers, towards subtler, more elaborate and image- oriented operations. The need for results, which characterizes the industry, has become the catchword of advertizers. If communication is to stay with us, it will be operational communication, attracting trade to shopping centres and stim, ulating consumers. The realm of promotional games is about to undergo a profound evolution in connection with the development of new technologies and new media. Business no longer sees the promotional game as a mere form of enliven- ment, but as a strategic investment. We are witnessing a growing sophistication in promotional techniques and a more intelligent media coverage of operations. The starting point was in interactive operations on media such as tv. Games based on olfactory, thermic, even 3d disclosure will appear in the near future. Musical cds, cd-roms, chipcards, the internet. . . Are as many available supports for to-morrow's promotional operations

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Jallouli, Chaâbouni Rim. "Innovation et orientation marché : cas des produits d'art". Corte, 2006. http://www.theses.fr/2006CORT2038.

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L’innovation est un processus complexe qui dépend des contextes internes et externes de l’entreprise. Son impact sur la performance organisationnelle n’est pas toujours positif. L’orientation du marché est un facteur de succès du processus de l’innovation. Mais est ce pour toutes les organisations ? Le secteur de l’art, qui est supposé le cas le moins évident pour ce rôle, est étudié dans le cadre de cette recherche. La participation dans un atelier de peinture artistique suivie d’une enquête montre que l’orientation marché joue un rôle modérateur important sur l’impact de l’innovation au niveau de la production artistique sur la performance. D’où l’importance pour toute organisation d’adopter une culture orientée marché appropriée pour maximiser les chances de réalisation de ses objectifs
Innovation is a complex process which depends on internal and external organisation contexts. Its impact on performance is not systematically positive. Market orientation is a factor of success of inovation process. But, is this true for all organisations ? Art , which is supposed the context the less coherent with this assumption , is studied in the present research. Participation to artistic painting workshop coupled with a survey, demonstrates that market orientation moderates considerably the effect of art product innovation on performance. Then, it is important for every organisation to adopt an appropriate market orientation culture for maximising chances to attend their goals

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Poon, Tak Yau. "Investigating the effect of integrated product relevance on consumer response toward arts sponsor". HKBU Institutional Repository, 2004. http://repository.hkbu.edu.hk/etd_ra/610.

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Chmielewski, Matthew D. "Successful Corporate Art Collections: Two Case Studies". University of Akron / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=akron1270923865.

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Dauterive, Jessica A. "Picturing the Cajun Revival: Swallow Records, Album Art, and Marketing an Identity of South Louisiana, 1960s-1970s". ScholarWorks@UNO, 2016. http://scholarworks.uno.edu/td/2138.

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In South Louisiana in the late 1950s, Ville Platte native Floyd Soileau joined a network of independent recording companies across the United States that provided an opportunity for local entrepreneurs and artists to profit from the global music industry. This paper analyzes the album covers of Floyd Soileau’s Cajun recording label, Swallow Records, during the 1960s-1970s. This period overlaps with a movement to subvert a negative regional identity among Louisiana Cajuns that is often referred to as the Cajun revival. Through a consideration of album covers as objects of business strategy and creative expression, as well as oral histories with individuals who worked with Swallow Records, this paper argues that Floyd Soileau shaped the perception of Cajun music and people through the channels of the global music industry. On the album covers of Swallow Records, Floyd Soileau marketed a Cajun identity that was rural, white, masculine, and French-speaking, and became an accidental facilitator of the social and political goals of leaders in the Cajun revival.

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46

Lehman-Fiala, Brigitte. "Corporate art und marktorientierte Unternehmensführung : eine interdisziplinäre Analyse zu Kunst, Kunstwirkung und Ästhetik im Marketing kunstbranchenfremder Unternehmen /". München : FGM-Verl., Verlag der FGM Fördergesellschaft Marketing, 2000. http://swbplus.bsz-bw.de/bsz087910993inh.pdf.

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47

Gurler, Engin Deniz. "Marketing research and strategic marketing plan: Lisbon art weekend: Lisbon Art Weekend Internship Report". Master's thesis, 2021. http://hdl.handle.net/10362/127205.

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Internship Report presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
This internship report is about the Lisbon Art Weekend (LAW), which is an annually held event in Lisbon. This yearly event is managed by a non-profit organization, which has both advantages and disadvantages in Lisbon’s art market. In this internship, I had the opportunity to have a closer look at Lisbon’s contemporary art scene, and also to put my background knowledge in marketing into practice in order to come up with several strategic goals for the LAW. I have benefited from the “Marketing Mix” and the SWOT analysis, both of which are commonly used in marketing research. The SWOT analysis results led to the development of 10 strategic goals, all of which are expected to solidify LAW’s position in the market. By implementing these plans, LAW would strengthen its relations with the public and its customers, while being able to reach out to more sponsors and generate revenues more easily.

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48

MENG, JIA y 孟佳. "Gentle monster's Display Art Marketing-An Example of Diverse Marketing Tactics". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/d95e69.

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碩士
中華大學
企業管理學系
106
This thesis selects the Korean new glasses brand Gentle Monster (hereinafter referred to as GM) as the case of study to deeply discuss how a Korean glasses company uses installation art and multiple marketing strategy to build a brand successfully and become a dark horse in the field of fashion glasses retail within few years. This company overturns the common cognition to traditional retail industry, and realizes the rapid increase of sales volume. This thesis uses the study case of GM to discuss below related questions:1. How to use installation art to build core identification of brand. 2. How to maintain consumer's brand loyalty. 3. How to spread its brand value through multiple marketing strategy 4. How to use the new retail mode to successfully connect online purchasing and offline experience. The analysis of the new brand glasses company which owns Gentle Monster shows that this company uses installation art of different themes to bring novel shopping experience to consumers, creates business patterns in form of art exhibition hall, gives the traditional glasses retail industry a new sales model and establishes unique brand value and core identification. It also uses the five senses of experience marketing to maintain consumer's brand loyalty so that it could combine the multiple marketing strategy with the new retail mode, set up their own brand's official website, use combination of offline experience and online purchase to develop GM into a globalized glasses brand. Keywords: Enterprise Competitiveness, Installation Art, Multiple Marketing Strategy, New Retail, Experience Marketing.

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Yeh-Chin, Huang y 黃也津. "The Marketing Strategy of the Art Bank". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/11475948617773545321.

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碩士
國立臺北大學
企業管理學系
102
The art bank is the artwork loan institute which is based on the cultural policies of the nation. By purchasing, loaning, and exhibiting the works of the domestic artists, it not only encourages the art creation but also provides a channel at the reasonable price to appreciate art. In this way, it enhances the cultural atmosphere of the nation, completes the development of art industry, and further promotes the local art to the international art market. In 2012, Taiwan also followed the global trend by establishing the 5th state-owned art bank in the world. In my study, I conduct the case studies based on the marketing theories and the art loan system. I choose Canada Council Art Bank and ArtBank of Australia as the objective. By collecting documents, analyzing, discussing the history of marketing experiences including its background, operation mode, and management and by integrating and summing up the similarities and differences of its marketing theory of 4Ps and the key factors of success, I’ve found that the successful marketing strategies of the art bank are as follows: (1)diversity in art selection strategy, attainment of customers’ satisfaction by core values, (2)manipulation of low-cost leasing strategy, development of aesthetic economy in the people, (3)well-use of virtual paths in digital collection informational system, implementation of customer management and long-distance marketing, and (4)establishment of brand images through governmental publicity and renowned enterprises’ marketing schemes. This study discusses the successful experiences of the foreign art banks and hopes to benefit the art market and marketing in Taiwan. Finally, I’d like to make some suggestions for future marketing strategies based on the status quo of the art bank in Taiwan.

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50

Lin, Yu-Jung y 林羽榕. "The Marketing Study of Taiwan Art Fair：A Case Study of the YOUNG ART TAIPEI". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/73p33p.

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碩士
元智大學
藝術與設計學系-藝術管理碩士班
107
The study surveys the case of YOUNG ART TAIPEI in focus on how the mode of “Hotel Art Fair” can promote and sale contemporary artworks created by young artists in Taiwan. The methodology includes document analysis, practical participation and on-site observation. According to the research purpose, the study examines all major materials related to YOUNG ART TAIPEI from 2009 to 2017 including books, journal reviews and reports as analytical data. From a systematic review of the literature, in combination with my personal experience participating YOUNG ART TAIPEI 2017 and several close observation, the researcher analyzes the marketing plan of the fair. The purpose is to find out the key factors for the success of the art marketing strategy adopted by YOUNG ART TAIPEI. Based on the research result, the hotel-style art fair is characterized by a “dialogue of art and life” with the thinking of everyday familiar environment of people. Eventually, it may open up the positioning of "popular collection”. The study finds the major causes of YOUNG ART TAIPEI from 2009 to 2017 with higher attention and increasing business volume each year. A marketing strategy could be adopted from the aspects of product, price, access, promotion, public relations, and online publicity.

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Tesis sobre el tema "Art Marketing"

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