The Italian Art Market and the importance of communication strategies: from fairs to auction houses’ best practices
AbstractThe Italian cultural industry is now marching on an innovative supply chain, whose main pattern consists in a new utility perception and consumption behaviours on the demand side and a strong vocation to invest in communication and public relations on the supply side. The content of this paper is an attempt to justify the emerging relevance of marketing strategies and investments in the Italian art market, referring to new incubators like art fairs – as concerns 2004’s interviews with art galleries - and to a modern and consistent approach to communication instruments evaluation for key competitors like auction houses. Angela Besana
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 10513.
Date of creation: 14 Jan 2009
Date of revision: 28 Jan 2009
strategy; communication; art market; auction house;
Find related papers by JEL classification:
- L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
- D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
- D10 - Microeconomics - - Household Behavior - - - General
- L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs
- M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
- L33 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Comparison of Public and Private Enterprise and Nonprofit Institutions; Privatization; Contracting Out
This paper has been announced in the following NEP Reports:
- NEP-ALL-2009-01-31 (All new papers)
- NEP-CSE-2009-01-31 (Economics of Strategic Management)
- NEP-CUL-2009-01-31 (Cultural Economics)
- NEP-MKT-2009-01-31 (Marketing)
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