Money and Marketing in the Art World

Cover
Endorsement
Half Title
Series Information
Title Page
Copyright Page
Table of Contents
Acknowledgments
1 Introduction: A Clash of Muses
2 A Few Marketing Principles: Past and Present Practices in the Art Market
	Art: A Nebulous Product Category
	The Art Market
	Product Quality
	Innovation
	Timeliness
	Timelessness
	Branding
	Placement, Promotion, and Publicity
	Segmentation, Targeting, and Positioning
	Customization and Co-Creation
	Sponsorship
	Conspicuous Consumption
3 The Contemporary Art Market: The Cogs and Wheels of Today’s Marketplace
	Artists
	Critics
	Dealers
	Auction Houses
	Art Fairs
	Museums
	Collectors
	Firms
4 Trends, Fashions, and Social Influence: How Popular Patterns Emerge in Art and Elsewhere
	A Shining Example of Marketing
	Conformism and Herd Behavior
	Fads and Fashions
	Costly Investments
	Memes and Society
	Popularity Is Not Truth
	Biases and Narratives
	Memes and Narratives in Contemporary Art
5 Disentangling The Muses: Some Simple Steps Forward
	Aesthetics and Concepts
	Consequences of Conflation
	Art Professionals and the Public
	Public Funds and Incentives
	Decisions and Trade-Offs
	An Optimistic Outlook
6 Afterword: Some Additional Reflections On Art Theory
	Historical and Contemporary Notions About Art
	Art and Nature
	Art and Understanding
	Art and Institutions
	Art, Artist, and Audience
	Artist, Audience, and Evolution
	Definitional Confusion
Notes
	1 Introduction
	2 A Few Marketing Principles
	3 The Contemporary Art Market
	4 Trends, Fashions, and Social Influence
	5 Disentangling The Muses
	6 Afterword
References
Index