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Buying the Dealer: A Study of How Ma...

Steenwyk, Nina C.

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Buying the Dealer: A Study of How Marketing Built the Mega Gallery.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Buying the Dealer: A Study of How Marketing Built the Mega Gallery./
Author:	Steenwyk, Nina C.
Description:	68 p.
Notes:	Source: Masters Abstracts International, Volume: 55-01.
Contained By:	Masters Abstracts International55-01(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1598586
ISBN:	9781339036830

Buying the Dealer: A Study of How Marketing Built the Mega Gallery.
Steenwyk, Nina C.

Buying the Dealer: A Study of How Marketing Built the Mega Gallery. - 68 p.

Source: Masters Abstracts International, Volume: 55-01.

Thesis (M.A.)--Sotheby's Institute of Art - New York, 2015.

As the art world continues to expand at what seems like an exponential rate and with the amount of information now readily available to the public breeding the most informed and globally conscious art collectors the art world has every seen, marketing and branding strategies of art galleries, particularly mega art galleries, explore tactics and methods that extend beyond the gallery sector to which they were once confined. By cultivating a brand of their own personas in addition to the brand of their galleries, mega dealers are capitalizing on the convergence of multiple creative platforms and industries to develop and nurture an environment that supports large corporation like business models while maintaining the public's perception that art is still void of any corruption by money. By adopting the strategies and methods applied toward commodities, mega galleries and their dealers are exploring the limits of the art world and redefining the relationship between art and wealth, both financially and culturally.

ISBN: 9781339036830Subjects--Topical Terms:

536353
Marketing.

Buying the Dealer: A Study of How Marketing Built the Mega Gallery.
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245 1 0 $a Buying the Dealer: A Study of How Marketing Built the Mega Gallery.
300 $a 68 p.
500 $a Source: Masters Abstracts International, Volume: 55-01.
500 $a Adviser: Amy Whitaker.
502 $a Thesis (M.A.)--Sotheby's Institute of Art - New York, 2015.
520 $a As the art world continues to expand at what seems like an exponential rate and with the amount of information now readily available to the public breeding the most informed and globally conscious art collectors the art world has every seen, marketing and branding strategies of art galleries, particularly mega art galleries, explore tactics and methods that extend beyond the gallery sector to which they were once confined. By cultivating a brand of their own personas in addition to the brand of their galleries, mega dealers are capitalizing on the convergence of multiple creative platforms and industries to develop and nurture an environment that supports large corporation like business models while maintaining the public's perception that art is still void of any corruption by money. By adopting the strategies and methods applied toward commodities, mega galleries and their dealers are exploring the limits of the art world and redefining the relationship between art and wealth, both financially and culturally.
590 $a School code: 1588.
650 4 $a Marketing. $3 536353
650 4 $a Arts management. $3 3168382
690 $a 0338
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710 2 $a Sotheby's Institute of Art - New York. $b Art Business. $3 2093254
773 0 $t Masters Abstracts International $g 55-01(E).
790 $a 1588
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792 $a 2015
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