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| Author: | Meyer, J. A. Even, R. |
| Title: | Marketing im Markt für bildende Kunst: Eine Studie über Marketingaktivitäten bildender Künstler und deren Erfolg und Misserfolg. |
| Journal: | Markt
1997 : VOL. 36:1, p. 21-33 |
| Index terms: | ARTS MARKETING MARKETING MIX MARKET ORIENTATION MARKETING CONCEPT EMPIRICAL RESEARCH |
| Language: | ger |
| Abstract: | This study concentrates on pictorial artists and their part in the market of visual arts, which has been discussed only very rudimentally in literature so far. First, visual arts will be defined from a marketing point of view and peculiarities of the market of visual arts will be analyzed empirically and theoretically. Results of an empirical study of galleries and pictorial artists will be presented to the reader. It will be shown, whether and how pictorial artists are doing marketing, how successful they are and what prerequisites in marketing the artists bring along. A marketing concept will be presented to the reader integrating the results of the study. |
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