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Purpose & Background of the dissertation - Domain of marketing as a theory has expanded in the last few decades, but is still based on a very narrow customer centered or a market oriented view. This view constraints and limits the scope of marketing in the analysis of certain non-business areas. Marketing researchers have mainly ignored this area but with the advent of visual arts and the product centered view of marketing this domain can no longer be brushed aside. This dissertation attempts to highlight this limitation of the traditional view of marketing by contrasting it the visual arts marketing view that focuses on product oriented approach. Case of Lia Rumma gallery and associated artists has been analyzed to show this gap and suggest marketing strategies for them. In summary, this dissertation adds to this stream of literature by bringing an entirely new perspective and paving way for further research.
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Source: Marketing of Visual Arts (Gallery in Milan Case Study) Word document
Marketing of Visual Arts (Gallery in Milan Case Study)
It applies to Media & Entertainment.
File Size: 434.6 KB
Number of Pages: 59
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Initial upload date (first version): Feb 26, 2015
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