Marketing and the Fine Arts – Inventory of a Controversial Relationship

Jörn-Axel Meyer and Ralf Even

Journal of Cultural Economics, 1998, vol. 22, issue 4, pages 271-283

Abstract: This study concentrates in part on the market of fine arts. First, fine arts will be defined from a marketing point of view and peculiarities in the market of fine arts will be analysed empirically and theoretically. Certain aspects of marketing theory are discussed regarding their significance for the fine arts. Results of an empirical study of galleries and artists will be presented. It will be shown, whether and how artists are involved in marketing, how successful they are and what prerequisites to marketing the artists have. Copyright Kluwer Academic Publishers 1998

Keywords: marketing for artists; marketing know-how of artists; gallery marketing; empirical survey; art marketing strategies (search for similar items in EconPapers)

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