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The Evolution of Marketing Tools at ...

Magnino, Margherita.

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The Evolution of Marketing Tools at Auction Houses. Case: The Last Leonardo.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Evolution of Marketing Tools at Auction Houses. Case: The Last Leonardo./
Author:	Magnino, Margherita.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	89 p.
Notes:	Source: Masters Abstracts International, Volume: 84-05.
Contained By:	Masters Abstracts International84-05.
Subject:	Arts management. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29399355
ISBN:	9798352936603

The Evolution of Marketing Tools at Auction Houses. Case: The Last Leonardo.
Magnino, Margherita.

The Evolution of Marketing Tools at Auction Houses. Case: The Last Leonardo. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 89 p.

Source: Masters Abstracts International, Volume: 84-05.

Thesis (M.A.)--Sotheby's Institute of Art - New York, 2023.

This item must not be sold to any third party vendors.

This thesis wants to investigate the evolution of marketing at auction houses, comparing especially Sotheby's and Christie's through the years. This was done by analysing five different campaigns that had a particular impact. In particular, I focused on the case of the Last Leonardo, sold by Christie's in 2017. The purpose of the study is to understand how the two most important auction houses in the world have been shaping their marketing tools and what has been the impact on their brand as well as auction results. The challenge with this study is that there is not much written about the subject and that the auction houses' internal marketing strategies are kept secret. The methodology for this thesis consisted of observations, analysis of the findings, and comparisons of them. The literature, which includes articles, videos, papers, and books, serves as a starting point for the observation and analysis of the subject, which I conducted under the lens of the knowledge I have acquired during previous studies of marketing. From my research, I found that today, more than in the past, auction houses have the capability to evolve in the use of marketing tools, especially digital ones, and gain an advantage from it, even if the adaptation has been slower with respect to firms in other sectors. The cases I studied are an example of how a catalogue, a video well produced, and more generally, storytelling, when well done, can shift the perception of the public in the desired direction, making it possible to achieve extraordinarily superior results.

ISBN: 9798352936603Subjects--Topical Terms:

3168382
Arts management.
Subjects--Index Terms:

Marketing

The Evolution of Marketing Tools at Auction Houses. Case: The Last Leonardo.
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300 $a 89 p.
500 $a Source: Masters Abstracts International, Volume: 84-05.
500 $a Advisor: Sancho-Arroyo, Maria;Wolf, Eric.
502 $a Thesis (M.A.)--Sotheby's Institute of Art - New York, 2023.
506 $a This item must not be sold to any third party vendors.
520 $a This thesis wants to investigate the evolution of marketing at auction houses, comparing especially Sotheby's and Christie's through the years. This was done by analysing five different campaigns that had a particular impact. In particular, I focused on the case of the Last Leonardo, sold by Christie's in 2017. The purpose of the study is to understand how the two most important auction houses in the world have been shaping their marketing tools and what has been the impact on their brand as well as auction results. The challenge with this study is that there is not much written about the subject and that the auction houses' internal marketing strategies are kept secret. The methodology for this thesis consisted of observations, analysis of the findings, and comparisons of them. The literature, which includes articles, videos, papers, and books, serves as a starting point for the observation and analysis of the subject, which I conducted under the lens of the knowledge I have acquired during previous studies of marketing. From my research, I found that today, more than in the past, auction houses have the capability to evolve in the use of marketing tools, especially digital ones, and gain an advantage from it, even if the adaptation has been slower with respect to firms in other sectors. The cases I studied are an example of how a catalogue, a video well produced, and more generally, storytelling, when well done, can shift the perception of the public in the desired direction, making it possible to achieve extraordinarily superior results.
590 $a School code: 1588.
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653 $a Auction houses
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773 0 $t Masters Abstracts International $g 84-05.
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