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Marketingové strategie obchodu s uměním se zaměřením na současnou českou výtvarnou scénu / Marketing Strategies of Art Trade with a Focus 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 far no adequate literature about this field has existed, the marketing strategies used within it were, not only from the outside perspective, quite unclear. 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.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:295613
Date January 2017
CreatorsPeško Banzetová, Michaela
ContributorsHoráček, Radek, Svoboda, František, Rais, Karel
PublisherVysoké učení technické v Brně. Fakulta výtvarných umění
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/doctoralThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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