Marketing of art spaces: essence, characteristics, prospects
https://doi.org/10.26425/1816-4277-2024-2-31-40
Abstract
The article studies the peculiarities of promoting art spaces as significant social and cultural objects that act as a locomotive for territorial development, attracting tourists and involving the population in cultural activities. Theoretical approaches to the marketing of art objects and art industry have been analyzed. The key functions of art spaces have been studied. It is proved that art spaces marketing has a more complex structure due to the promotion object multifunctionality than art objects marketing. The author’s art space marketing communication model has been proposed. It is based on the art spaces functions for visitors, sponsors, partners, and government agencies. This model allows differentiating targeted marketing communications for each audience, based on the functions and needs of target groups and partners. Unlike art marketing, art spaces marketing implies a complex communication with target audiences, which includes historical social and cultural, territorial, tourist, socialization, and other aspects of art space. The article substantiates the position that art space cannot be only a commercial project, but due to its social and cultural aspects should perform socialization tasks for young people. Hence, there is a need for legal regulation of art spaces in the public-private partnership framework. This requirement introduces its own adjustments in the marketing communications construction.
About the Author
P. Yu. Tazov
State University of Management
Russian Federation
Russian Federation
Petr Yu. Tazov, Senior Lecturer at the Marketing Department
Moscow
References
1. Kotler F., Sheff J. Standing room only: strategies for marketing the performing arts. Klassika XXI; 2004. 688 p. (In Russian).
2. Mokwa M.P., Dawson W.M., Prieve E.A. Marketing the Arts. New York: Praeger; 1980. 304 p.
3. Diggles K. Guide to Arts Marketing: The Principles and Practice of Marketing as They Apply to the Arts. London: Rhinegold; 1986. 256 p.
4. Hirshman E.C. Aesthetics, Ideologies and the Limits of the Marketing Concept. Journal of Marketing. 1983;47:40–55.
5. Colbert F. et al. Marketing culture and art. Saint Petersburg: A.I. Vasin Publ. House; 2004. 256 p. (In Russian).
6. Generalova A.V. Integrated marketing in the sphere of ART-business. In: Collection of scientific articles and memoirs “To the Memory of V.A. Fukin is dedicated”. Vol. 1. Мoscow; 2014. Pp. 158–163. (In Russian).
7. Golman I.A. Russian art market of contemporary art from the point of view of a marketer. Znanie. Ponimanie. Umenie. 2013;4:195–201. (In Russian).
8. Matkovskaya Y.S., Koroleva N.N. Art market: specifics, new trends and prospects of development. Marketing and marketing research. 2014;4:304–315. (In Russian).
9. Kokina P.O. Marketing strategies to attract consumers in the sphere of culture and art. Society: Sociology, Psychology, Pedagogics. 2022;5:73–77. (In Russian).
10. Voronina E.P. Architectural image of revitalized industrial territories: marketing approach. MMGU Herald. 2021;1:30–34. (In Russian).
11. Zelentsova E., Gladkikh N. Creative industries. Theories and practices. Мoscow; 2021. 209 p. (In Russian).
12. Sharkovskaya N.V. Cultural sense of the park as a public space of active leisure. Vestnik of Moscow State University of Culture. 2018;5(85):104–110. (In Russian).
13. Sheptukhina L.I. Creative industries and urban development in the XXI century. In: Economics, management, finance: Proceedings of the III International Scientific Conference, Perm, February 20–23, 2014. Perm: Mercury; 2014. Pp. 174–176. (In Russian).
14. Yaroshenko N.N. Industry of entertainment in the space of modern cultural practices. International journal of cultural research. 2017;1(26):112–122. (In Russian).
15. Azoev G.L., Alexandrova I.Y., Aleshnikova V.I. et al. Digital marketing communications: introduction to the profession. Saint Petersburg: Piter; 2021. 336 p. (In Russian).
16. Tazov P.Yu. Website and its promotion as a model of digital marketing communication. Vestnik MIRBIS. 2021;1(25):61–68. (In Russian). https://doi.org/10.25634/MIRBIS.2021.1.7
17. Gans H.J. Popular culture and high culture: an analysis and evaluation of taste. New York: Basic books, Cop.; 1974. 179 p.
18. Porter M. Competition. Kiev: Williams; 2005. 610 p. (In Russian).
19. Antonova A.A. Art clusters as a space for the development of cultural potential of the city. In: In the World of Science and Art: Issues of Philology, Art History and Cultural Studies: Proceedings of the XLVII International Scientific and Practical Conference, Novosibirsk, April 15, 2015. Novosibirsk: SibAK; 2015. Pp. 56–60. (In Russian).
20. Vandyshev M.N. Places of memory and symbolic capital of territories in mental maps of citizens. The Journal of Sociology and Social Anthropology. 2013;3:101–111. (In Russian).
21. Demidova E.V. Rehabilitation of industrial territories as a part of urban space. Academic bulletin of UralNIIproekt RAASN. 2013;1:8–13. (In Russian).
22. Zhuravleva T.A., Yarmoshchuk Y.V., Tokarev I.G. Demolish cannot be revitalized. Practical Guide to the Creation of Creative Cluster. Moscow: Flakon X; 2019. 111 p. (In Russian).
23. Akunina Yu.A., Vanina O.V. Design of creative public spaces: social and cultural approach. Vestnik of Moscow State University of Culture. 2019;3(89):167–174. (In Russian). https://doi.org/10.24411/1997-0803-2019-10317
24. Tyutin D.V. Art-conversion of Russian territories: creative industries as a factor of spatial socio-economic development of municipalities. Modern studies of social problems. 2013;4(24). (In Russian).
Review
For citations:
Tazov P.Yu. Marketing of art spaces: essence, characteristics, prospects. Vestnik Universiteta. 2024;(2):31-40. (In Russ.) https://doi.org/10.26425/1816-4277-2024-2-31-40
Views:
612
Email this article 