ANNOUNCEMENTLock in your low pricing for FlevyPro now, as we are increasing the subscription pricing across all FlevyPro plans on February 1, 2019.
  This is a partial preview. Full document is 59 pages. View large preview.
If you are logged in, your referral link [?] is automatically included below.
EMBED CODE (Copy and Paste)


DOCUMENT DESCRIPTION

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.

Structure of the dissertation - Core of the dissertation is the Literature review that sets the tone of the dissertation and helps in answering the main research question i.e. the key differences in the traditional marketing view and visual arts marketing. It also highlights other key areas such as limitations of marketing, evolution of marketing in the museums and key aspects of visual arts marketing for the artists. Another important section is the Analysis & Discussion section where analysis of Lia Rumma gallery, its artists, its various stakeholders and marketing strategy is undertaken. Finally, taking a practical approach a balance between the market oriented and product oriented view is examined.
Research Methodology ? Secondary research methodology has been used with focus on Qualitative data. Also, a Case based research has been presented to highlight specific findings.

Key Words - Visual arts marketing, Marketing Theory Limitations, Lia Rumma, Product Oriented approach, Market oriented approach, 4P?s of marketing.

Got a question about the product? Email us at [email protected] or ask the author directly by using the form to the right. If you cannot view the preview above this document description, go here to view the large preview instead.

Source: Marketing of Visual Arts (Gallery in Milan Case Study) Word document

 

Marketing of Visual Arts (Gallery in Milan Case Study)

Sold by abhinayak (this author has 32 documents)

$99.00

ALL FEES INCLUDED
Add to Cart
  

This business document is categorized under the function(s): Corporate Communications   Strategy, Marketing, & Sales  

It applies to Media & Entertainment.

File Type: Word (docx)

File Size: 434.6 KB

Number of Pages: 59

Purchase includes lifetime product updates. After your purchase, you will receive an email to download this document.

Initial upload date (first version): Feb 26, 2015

Ask the Author a Question

Must be logged in Click here to log in

Report

SELECT CUSTOMERS

Flevy has provided quality business documents to businesses and organizations of all sizes across the world—in over 60 countries. Below is just a very small sample of our customer base.

VIEW BY


Are you a business professional?
Join Flevy and sell your business documents.

Just as the mobile apps market has helped software developers earn sustainable, passive income, we hope Flevy will do the same for business professionals, like yourself. There's no reason to let your IP collect dust when it can be making you perpetual income.


CUSTOMERS ALSO BOUGHT THESE DOCUMENTS

875+ High Impact Presentation Templates
878-slide PowerPoint deck. This presentation contains pretty everything you are ever going to need to make your big presentation rock! You will find tons of templates on - 1. Coverpages 2. Section Dividers 3. Graphs and Charts 4. Text Layouts 5. Image [read more]
$20.00

Add to Cart View Details

Customer Journey Mapping (CJM)
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: Operational Excellence Consulting   Top Flevy Author [?]
91-slide PowerPoint deck. Customer Journey Mapping (CJM) is the process of capturing and communicating complex interactions in order to illuminate the complete experience a person may have with a product or service. Every customer is on an experience [read more]
$59.00

Add to Cart View Details

Developing Consulting Project Proposals
Listed under:  Organization, Change, & HR  Strategy, Marketing, & Sales
View more from: processman   Top Flevy Author [?]
22-slide PowerPoint deck. This document acts as high-level training guide on developing consulting project proposals. It covers the basics of consulting proposal development. Topics include the following: * Structuring our Value Proposition * Types of [read more]
$30.00

Add to Cart View Details

Complete Business Frameworks Reference Guide
Listed under:  Organization, Change, & HR  Strategy, Marketing, & Sales
View more from: LearnPPT   Top Flevy Author [?]
388-slide PowerPoint deck. This is a very comprehensive document with over 350+ slides--covering 56 common management consulting frameworks and methodologies (listed below in alphabetical order). A detailed summary is provided for each business framework. [read more]
$199.00

Add to Cart View Details

Customer Journey Mapping - Guide & Templates
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: CustCore Consulting
45-slide PowerPoint deck and supporting PowerPoint deck. This Guide will take you through step-by-step detailed instructions to help you create a Customer Journey Map - a visual representation of the experience that customer's have with your organisation, product or service. The step-by-step [read more]
$59.00

Add to Cart View Details

Digital Transformation Strategy
Listed under:  Information Technology  Strategy, Marketing, & Sales
View more from: LearnPPT   Top Flevy Author [?]
118-slide PowerPoint deck. Digital Transformation is being embraced by companies across most industries, as the role of technology shifts from being a business enabler to a business driver. Transformation is driven by 6 Technology Trends: - Social Media - [read more]
$89.00

Add to Cart View Details

Hoshin Kanri Strategy Deployment
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: Operational Excellence Consulting   Top Flevy Author [?]
147-slide PowerPoint deck and supporting Excel workbook. *** Kick Start your Next Fiscal Year with Hoshin Kanri Strategy Deployment! *** Hoshin Kanri process is a powerful strategy deployment methodology for defining long-range key entity objectives. These are breakthrough objectives that [read more]
$59.00

Add to Cart View Details

Business Process Reengineering (BPR)
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: Operational Excellence Consulting   Top Flevy Author [?]
143-slide PowerPoint deck. Business Process Reengineering (BPR) is the fundamental rethinking and radical redesign of business processes enabled by information technology to achieve dramatic improvements in business performance. BPR may be the answer to [read more]
$59.00

Add to Cart View Details

Business Model Canvas (BMC)
120-slide PowerPoint deck. The Business Model Canvas is a Strategic Management and Lean Startup template for developing new or redesigning existing business models to create competitive advantage. Based on the framework developed by Strategyzer, the canvas is [read more]
$59.00

Add to Cart View Details

Customer Experience Strategy - Template and Guide
Listed under:  Operations  Strategy, Marketing, & Sales
View more from: CustCore Consulting
56-slide PowerPoint deck. Customer Experience is fast becoming the key business battleground in many markets. In order to be successful it is critical that all business create a Customer Experience Strategy, an all encompassing view of how they will deliver [read more]
$65.00

Add to Cart View Details

What project are you working on?
Total Quality Management?   Bain Presentations?   Channel Distribution Strategy Example?   Or something else.
Have a look at our holistic Business Toolkits. We have over 250+ toolkits covering a wide range of business topics.