Art Marketing

$82.00

Virginija Jureniene (Editor)
Vilnius University Kaunas, Lithuania

Series: Marketing and Operations Management Research
BISAC: BUS043000

The textbook ART MARKETING is for university and college students who study art management or cultural management, creative industries, or management of creative activities. It is also essential for artists who wish to act in the arts market without agents (galleries, art managers), i.e., to carry out self-management. For an artist, this will become a tool for his/her establishment to act in the arts market because it talks about creating and maintaining a personal brand and further development of storytelling in branding. It is also relevant for arts and cultural organisations because brands help to attract audiences.

The most complex task is to figure out how to attract and engage audiences. The textbook provides answers to many relevant questions on marketing subtleties for organisations acting in the global world and modern-day arts market by providing systemic theoretical knowledge that forms various skills (analysis, synthesis, abstraction, etc.). The book analyses various types of art marketing with diverse local and global examples (second chapter). The first chapter presents a detailed analysis of the constituents of the art marketing complex, whereas the third chapter introduces a discussion about the arts market and its constituents, peculiarities of postmuseum activities and virtual reality in contemporary art.

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Table of Contents

Table of Contents

Preface

Chapter 1. Product
(Ingrida Griesienė, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 2. Price
(Ingrida Griesienė and Ugnė Pavlovaitė, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 3. Process
(Ieva Vitkauskaitė, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 4. Integrated Marketing Communications
(Dovile Baleviciene, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 5. Distribution and Place
(Ingrida Griesienė, Virginija Jurėnienė and Mantas Dilys, Kaunas Faculty, Vilnius University, Kaunas, Lithuania, and others)

Chapter 6. Consumers
(Ingrida Griesienė and Ugne Pavlovaitė, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 7. Sensory Marketing
(Ingrida Griesienė and Dovilė Lukošiūtė, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 8. Guerrilla Marketing in Arts Organisations
(Agnė Burovienė, Kaunas Faculty at Vilnius University, Kaunas, Lithuania)

Chapter 9. Application of the Relationship Marketing Complex in an Arts Organisation
(Agne Rapulskyte, Virginija Jureniene and Aiste Saiang, Kaunas Faculty at Vilnius University, Kaunas, Lithuania)

Chapter 10. Development, Inclusion and Participation of Art Audience
(Skaistė Jurėnė, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 11. Social Media Management and Content Marketing in an Art Organisation
(Dovile Baleviciene, Kaunas faculty, Vilnius University, Kaunas, Lithuania)

Chapter 12. Personal Branding Strategy in Social Media
(Miglė Sarvutytė-Gailiūnienė and Ingrida Griesienė, Kaunas Faculty, Vilnius University, Kaunas, Lithuania)

Chapter 13. Storytelling in Branding of Art Organisations
(Aiste Saiang, Kaunas Faculty at Vilnius University, Kaunas, Lithuania)

Chapter 14. Art Market
(Virginija Jureniene and Zarina Gabdolova, Kaunas Faculty at Vilnius University, Kaunas, Lithuania)

Chapter 15. Museum and Post-Museum
(Virginija Jurėnienė and Eglė Rojutė, Kaunas Faculty at Vilnius University, Kaunas, Lithuania)

Chapter 16. Virtual Reality in the Modern Arts
(Irena Alperyte, Vilniaus Kolegija/University of Applied Sciences Faculty of Business
Management, Vilnius, Lithuania)

Index

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