The marketing of art and the art-markets: differences from the traditionally marketing model

Abstract

The purpose of the article. Research and analysis of the current problem of using marketing technologies in the field of art. The methodology of the study is to apply comparative, empirical and theoretical methods. This methodological approach allows to reveal and analyze specific models of the modern market of fine arts with the aim of finding optimal algorithms for determining the price and value of artistic work, and to promote the artist's self-realization. Scientific novelty consists in expanding the notions about the art market and researching the marketing processes on it. Not the traditional development of the marketing complex (which includes product development, pricing, sales methods, methods of product promotion, as well as functional support of marketing activities and market demand formation) are considered, but the essence of art marketing, since its goals, structure, mechanisms of implementation fundamentally differs from the traditional model of marketing activity of the enterprise, and the central source element is the product - an artwork created by the artist. The following key aspects of the art market activity, such as the functioning of unique products on it, are considered; mechanisms of influence on consumers of some elements of tangible and intangible assets; the ratio of the price and value of works of art that function on the art market. A comparative analysis of the differences between marketing art and marketing components of the traditional market has been conducted. Conclusions. In the modern art market, the processes of which must regulate marketing technologies, one must take into account the uniqueness of products possessing the properties of tangible and intangible assets, as well as the issue of the correlation of the price and value of the goods of art and the further specificity of pricing processes.