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The Italian Art Market and the importance of communication strategies: from fairs to auction houses’ best practices

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  • Besana, Angela

Abstract

The 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

Suggested Citation

  • Besana, Angela, 2009. "The Italian Art Market and the importance of communication strategies: from fairs to auction houses’ best practices," MPRA Paper 10513, University Library of Munich, Germany, revised 28 Jan 2009.
  • Handle: RePEc:pra:mprapa:10513
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    File URL: https://mpra.ub.uni-muenchen.de/10513/3/MPRA_paper_10513.pdf
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    Keywords

    strategy; communication; art market; auction house;

    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; Personnel Economics - - Marketing and Advertising - - - Advertising
    • D10 - Microeconomics - - Household Behavior - - - General
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • L33 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Comparison of Public and Private Enterprise and Nonprofit Institutions; Privatization; Contracting Out

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