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dc.contributor.author
Zois, Konstantinos
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dc.date.accessioned
2016-03-07T07:58:32Z
dc.date.available
2016-03-08T01:00:13Z
dc.date.issued
2016-03-07
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/12463
dc.rights
Default License
dc.subject
Internet marketing
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dc.title
Marketing issues in arts
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heal.type
masterThesis
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heal.keywordURI.LCSH
Arts--Management
heal.keywordURI.LCSH
Arts--Economic aspects
heal.keywordURI.LCSH
Arts--Marketing
heal.keywordURI.LCSH
Market segmentation.
heal.keywordURI.LCSH
Branding (Marketing)--Management
heal.keywordURI.LCSH
Consumer behavior.
heal.keywordURI.LCSH
Branding (Marketing)
heal.language
en
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heal.access
free
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heal.license
http://creativecommons.org/licenses/by-nc/4.0
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heal.references
Online: 1. Abraham Lincoln. BrainyQuote.com. Retrieved , 2016, from Bra inyQuote.com Web site: http://www.brainyquote.com/quotes/quotes/a/abrahamlin110340.html 2. Arts info http://www.artsinfo.net.au 3. Arts wire http://www.artswire.org 4. US Arts and Business Council National Arts Marketing Project http://www.artsandbusiness.org/programs/amc.html 5. Arts Articles http://www.artsguide.com.au 6. Stanfield, A. (2012, June 27). Retrieved from ArtBiz.com: htt p://www.artbizblog.com/2012/06/content 7. Jay Conrad Levinson, Guerrilla Marketing, 1994 , quotes. Books and publications: 1. Tillander, M. (2011). Creativity, technology, art, and pedagogical practices. Art Education , 64(1), 40 - 46. 2. Stanfield, A. B. (2007). Energize your business with effective marketing routines. Art Business News, 34(11), 50 36 3. Raphael, M. (2003). Increase sales motion with great promotions. Art Business News, 30(6), 30 4. Lewis, P. (2009a). Creative marketing ideas. Craft Report, 35(398), 18 - 20. 5. Lewis, P. (2010b). 8 internet marketing ideas. Craft Report, 36(414), 18 - 20. 6. Griffith, J. (2007). The official eBay bible. (Third ed.). New York: Penguin Group (USA) Inc. 7. Grant, D. (2010). The Business of Being an Artist. New York: Alworth Press. 8. Pahle, R. (2012, January/February). Tweet This. Retrieved July 23, 2012, from Artbusinessnews.com 9. Marketing Management: Analysis, Planning, Implementation, and Control by Philip Kotler 824pp. Prentice Hall Publishing. 10. Social Marketing by Philip Kotler Strategies for changing public behavior. 401pp. The Free Press. 11. Standing Room Only: Strategies for Marketing the Performing Arts by Philip Kotler and Joanna 560pp. Harvard Business School Press. 12. Marshall, K. P., and Forrest, P. (2011) A framework for ide ntifying factors that influence fine art valuations from artist to consumers. Marketing Management Journal. 21 (1). p. 111 - 123. 13. Butler, P. (2000) By popular demand: Marketing the arts. Journal of Marketing Management. 16 (4). p. 343 - 364. 37 14. Marketing of Art Museums, Robert C. Blattberg and Cynthia 1. Broderick 15. The Artist’s Handbook: A Guide to the Business of the Arts. 2008. South Africa: Africa Centre. 16. Steidl, Peter & Hughes, Robert. 1999. Marketing Strategies for Arts Organizations. Strawberry Hills: Australia Council for the Arts. 17. Kotler, P. and Keller, K. L. 2009. Marketing Management, 13th Ed., Prentice Hall
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heal.recordProvider
School of Economics, Business Administration and Legal Studies, MA in Art, Law and Economy
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heal.publicationDate
2016-03
heal.abstract
This dissertation was written as part of the Ma in Arts, Law and Economy Master program at the International Hellenic University This topic is the general expression of Marketing in Arts institutions management, containing specifically issues dealing with relationship marketing, market segmentation as a marketing tool, e - marketing, international aspects of marketing depending on the culture of the audience of an art institution, audience behavior towards arts and tools in practice that can help an artist or an exhi bition to be known to the public . T his sector is one of the most interesting through management of arts institutions due to the huge number of new artists and artworks which in our days cannot be recognizable easily from the public, mainly because of the inability of the public to reach the m or the incapability of the artists to introduce their selves to the wide public. Marketing can provide those tools that can create a successful introduction between the wide public and the art world. It is a field of knowledge on how consumers are behavi ng towards goods and services, a continuous research about details of different segments of the market as a whole and as different segments with different characteristics and features and a scientific approach concerning ways of influencing public’s behavi oral instincts through basic rules of managing impressions, behaviors, thoughts and actions. Main targets of marketing strategies in arts are the long term survival of art institutions and organizations, profits and recognition and the efficient management of every single step of an art transaction from pure creations and primal artists to commercial sales, promotion and all steps between the birth of a creation until finally rest up in a buyer’s bedroom or living room in his private collection. The importa nce of researching market for new ideas and approaches while gathering all kind of information to act efficiently in the market can be lifted to the top using marketing tools as primary help of evaluating people and even artists themselves or art instituti ons internally. Finally, we can add that connecting quality with aesthetic perfection is creating unique feelings to art lovers from the most delicate to the most conventional ones, forming a smooth path for arts to thrive under the complexity of the conti nuous industrialization of the modern economies worldwide
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heal.tableOfContents
Table of C ontents Abstract ..................................................................... . . ...... . ...... 5 Introduction ............................................................ . ...... . . ... . ....... 6 1) Marketing and arts ................................................... . .......... 8 2) Arts, tastes, modern art market and consumers’ behavior ...... . ...... 9 3) Market Segmentation and Group Targeting .................. . .... . ...... 11 3.1) Market segmentation in Art Market ............................................. . ... . ....... 11 3.2) Importance of market segmentation ................................................ . . ....... 13 3.3) How to identify new audience segments ............................................. . ...... 15 3.4) Positioning ................................................................................. . .... 15 4) Internet marketing ......................................................... ...... 17 4.1) Creating a blog ........................................................................ . ...... 17 4.2) Creating a website .................................................................. . . ... .. ...18 4.3) Social Networking .................................................................. . ....... 19 4.4) Marketing through the Internet ................................................... ... . ... . . 20 5) Brand and loyalty ......................................................... ...... 22 4 5.1) Creating a brand ............................................................... . ... . . ...... 22 5.2) Brand and consumer loyalty ................................................... . . . ....... 24 5.3) How can art organizations use marketing effectively .................. . ...... . .... .. 25 . 6) Marketing tools ............................................................ . ...... 26 6.1) SWOT analysis in art organizations and individual artist’s promotion ...... ...... 26 6.2) The marketing mix ........................................................................ 29 6.3) Services through marketing scope ....................................................... 33 Conclusion ........................................................................ . .. ... 34 References ..................................................................... ... . ..... 35
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heal.advisorName
Malindretos, Georgios
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heal.committeeMemberName
Korka, Eleni
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heal.academicPublisher
IHU
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heal.academicPublisherID
ihu
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heal.numberOfPages
38
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