Marketing of Fine Art on the Way from Ancient Times to Art Market of the XXI Century

Abstract

The purpose of the study is to study and analyse the history of the development of marketing technologies in the fine arts market throughout human history from ancient times to the beginning of the XXI century. The research methodology is based on the use of comparative, empirical, and theoretical methods. This methodological approach allows to analyse the process of formation and history of development of fine art marketing, to conduct a study of marketing processes in the promotion of works of art in the art market at different times of human history. The scientific novelty is to expand the understanding of the fine art market. The article examines marketing processes in the art market at different historical times. The article analyses the problems that have been formed and overcome throughout the history of the emergence and formation of marketing in the field of culture and art. The article also analyses the theoretical foundations of fine art marketing and the ways of their practical implementation in different periods of art market formation. Conclusions. The conducted analysis allowed to determine that even before the emergence of the modern art market as an element of the general capitalist market, the movement of works of fine art thousands of years ago, in ancient times, contained elements of marketing approaches and technologies, which was entirely due to the processes of selling and buying works of art, exchanging them and collecting them. In particular, we are talking about the forerunners of marketing approaches and technologies aimed at satisfying the public demand for works of fine art; organising the collection, classification and collecting of works of fine art; conducting an examination of their quality and originality; determining the methods of promoting works in society that were already available at that time. Thus, before the emergence of the modern art market, there was a so-called "wild market" that in a certain way "regulated" the processes of movement of works of art in society.

Key words: art marketing, art market, "wild market" of art works, marketing technologies.