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Development Of The Concept Of Modern Branding: An Example Of Art-Market

Author

Listed:
  • Koltsova Anna A.

    (St. Petersburg State University)

  • Starobinskaya Nadegda M.

    (Herzen’s Russian State Pedagogical University)

  • Chekmarev Oleg P.

    (Saint-Petersburg State Agrarian University)

Abstract

This article focuses on the role of branding in modern marketing, the implementation of active marketing strategies using branding and the role of branding in promoting services. The paper discusses the principles of branding based on the implementation of which it is possible to build active marketing strategies on the example of the art market.

Suggested Citation

  • Koltsova Anna A. & Starobinskaya Nadegda M. & Chekmarev Oleg P., 2018. "Development Of The Concept Of Modern Branding: An Example Of Art-Market," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
    • Handle: RePEc:mmb:journl:articl_v3_3_18
    as

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    File URL: http://www.marketing-mba.ru/article/v3_18/Koltsova.pdf
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    References listed on IDEAS

    as
    1. Pashkus, M., 2013. "Russian art-market: features of formation and basic problems," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 3, November.
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      JEL classification:

      • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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