Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Feyza Ağlargöz; Sevgi Ayşe Öztürk

doi:10.16878/gsuilet.285319

Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Öz

Bu çalışma sanat ve pazarlama birlikteliğini tarihsel süreçte yaşanan tartışmalar ışığında incelemekte ve “sanat pazarlaması”nın geleneksel pazarlamadan farklarını belirleyerek doğru tanımlara ulaşmayı hedeflemektedir. Bu kapsamda geçmişte aykırı bir birliktelik olarak görülürken günümüzde daha çekici ve kabullenilir hale gelen sanat ve ticaret ilişkisi irdelenmektedir. Geçmişte bir dizi teknik ve karar verme süreci olarak görülen sanat pazarlaması günümüzde bir işletme felsefesi olarak kabul edilmeye başlanmıştır. Geleneksel pazarlamadan farklı olarak sanat pazarlaması faaliyetleri ürünün üretiminden öncesini içeremez. Sanatsal yaratım ile sanat pazarlaması birbirlerinden bağımsız faaliyetlerdir. Sanat pazarlaması sanatsal sonuçları etkilemeden izleyici/müşteri bulma ve geliştirme görevini yerine getirmektedir. Sanat pazarlaması sanatçının içinden geldiği gibi ürettiği sanat eserini alıcı, izleyici ve genel olarak toplumla buluşturmada önemli bir rol üstlenmektedir. Günümüzde hala mesafeli yaklaşan bir kesim olsa da sanat pazarlaması faaliyetleri sanat pazarında aktif bir şekilde kullanılmaktadır.

anahtar kelimeler: sanat pazarlaması, sanat pazarı, sanat yönetimi, sanatta pazarlama

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Details

Primary Language

Turkish

Subjects

-

Journal Section

-

Authors

Feyza Ağlargöz

Sevgi Ayşe Öztürk

Publication Date

December 30, 2015

Submission Date

December 30, 2015

Acceptance Date

-

Published in Issue

Year 2015 Number: 23

DOI

https://doi.org/10.16878/gsuilet.285319

IZ

https://izlik.org/JA66EE97DK

Cite

RIS / Bibtex

APA

Ağlargöz, F., & Öztürk, S. A. (2015). Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği. Galatasaray Üniversitesi İletişim Dergisi, 23, 169-189. https://doi.org/10.16878/gsuilet.285319

Cited By

THE RELATIONSHIP OF ART EDUCATION AND ART PRODUCTS WITH THE ECONOMY IN A GLOBALIZED WORLD

Art-e Sanat Dergisi

https://doi.org/10.21602/sduarte.1079854

Sustainable development of art industry and a statistical analysis of the factors that influence the gallery prices of contemporary artworks

Sustainable Development

https://doi.org/10.1002/sd.2484

Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Öz

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite

Cited By

THE RELATIONSHIP OF ART EDUCATION AND ART PRODUCTS WITH THE ECONOMY IN A GLOBALIZED WORLD

Sustainable development of art industry and a statistical analysis of the factors that influence the gallery prices of contemporary artworks

Sanatın Halkla İlişkileri

SANATI METALAŞTIRMAK: SANAT PAZARI VE SANAT PAZARLAMASI

KÜRESELLEŞMENİN SANATSAL PRATİKLER ÜZERİNDEKİ PRAGMATİST ETKİSİNE YÖNELİK BİR DEĞERLENDİRME