Marketing Algorithms for Promoting an Art Product on Art Market

Abstract

The purpose of the article is to study of the modern development of marketing technologies in the Ukrainian fine art market at the beginning of the 21st century. The research methodology is based on the application of comparative, empirical, and theoretical methods. This methodological approach allows the author to analyse the process of development of fine art marketing, to conduct a study of marketing processes in the promotion of works of art in the Ukrainian art market. The scientific novelty lies in expanding the understanding of the market of national fine art. The article studies marketing processes in the contemporary Ukrainian art market. The article analyses the problems that have been formed and overcome throughout the history of the emergence and development of marketing in the field of culture and art. The theoretical foundations of contemporary fine art marketing and ways of their practical implementation are also analysed. Conclusions. The research we have conducted provides evidence that the Ukrainian art market is at an early stage of development, but has great prospects for the near future. There are many talented artists working in the Ukrainian art market, whose works are unfortunately little known in the world. In order to popularise Ukrainian artists on the global and domestic art markets, it is necessary to use effective marketing tools. In our opinion, individual marketing will be the most optimal. It should also be emphasised that our conceptual vision of marketing in the artistic environment is based on a combination of efforts to simultaneously promote a cultural product and popularise an author.

Key words: art market, marketing research, art product promotion, artwork promotion, artwork positioning.