Marketing Activity and Creation of Art-Product

International Conference on Globalization and Development, Department of Economics and Politics, Visva Bharati University, West Bengal, Bolpur, India, 23-25 February 2018

Posted: 1 Mar 2018

See all articles by Mariia Rubtcova

Mariia Rubtcova

North- West Institute of Management-branch of RANEPA

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus

Date Written: February 19, 2018

Abstract

The paper is devoted to analysis of problem of influence of marketing activity on creation of art-product. Art-marketing, as the scientific and educational discipline, has been developed for several decades. These series of articles based on modern domestic and foreign research, focuses on the investigation of marketing activities in the field of creating an art-product. We revealed similarities and differences between general marketing and marketing in relation to the art-product. The goal of creation of art product associated with the specificity of art-activities, its creative character, the constant search of new forms and very demanding audience. Unlike industry, organizations of art-industry offer their customers intangible products, that is, products which cannot be processed and tested. It creates special problems and opportunities for art-marketing, which lead to the formation of the specific art-marketing approach to creation of art-product which will be best-seller. We made the conclusion that art-marketing approach provide adaptation of marketing thinking and practice to new areas of application, despite the fact that the basic idea of client-orientation remains unchanged.

Suggested Citation

Rubtcova, Mariia and Pavenkov, Oleg, Marketing Activity and Creation of Art-Product (February 19, 2018). International Conference on Globalization and Development, Department of Economics and Politics, Visva Bharati University, West Bengal, Bolpur, India, 23-25 February 2018, Available at SSRN: https://ssrn.com/abstract=3126427

Mariia Rubtcova (Contact Author)

North- West Institute of Management-branch of RANEPA ( email )

St.Petersburg
Russia

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus ( email )

Moscow, 119571
Russia

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