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Marketing i Zarządzanie

Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

nr 1 (42) 2016
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Rola marketingu w rozwoju rynku sztuki


(Marketing Influence on the Art Market Development)
DOI: 10.18276/miz.2016.42-18
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ISSN:2450-775X
Authors: Anna Rogozińska
Uniwersytet Artystyczny w Poznaniu, Wydział Edukacji Artystycznej
Keywords: artwork as a product art market service marketing transactional marketing relationship marketing
Issue / book publication date:2016
Page range:14 (253-266)
OAI-PMH:Metadata
CC BY-SA Open Access
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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.

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