Mgr. et Mgr. Michaela Peško Banzetová - Marketing strategies of art sales focusing on contemporary Czech art scene

Contemporary art trade in the Czech Republic has been regarded as a private area accessible only to a few insiders. So fa,r no adequate bibliography about this field has existed and the marketing strategies used within it were, quite unclear - not only from the outside perspective,. This work shows that it is not a secret sphere. On the contrary, it is a part of the market which has the effect that the more you talk about it openly, the better impact it has on the whole society. The author presents the current situation in this field, its historical context, and openly discusses the long-term marketing strategies of gallerists who work with contemporary artists. On the basis of case studies from abroad, she also shows other possible ways how to bring society closer to contemporary art by means of some specific marketing tools.


Published: 0015-03-20 17:09

Short URL: https://www.ffa.vutbr.cz/research/phd-projects/f57625/d137965