Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Feyza Ağlargöz; Sevgi Ayşe Öztürk

doi:10.16878/gsuilet.285319

Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Yıl 2015, Sayı: 23, 169 - 189, 30.12.2015

Feyza Ağlargöz , Sevgi Ayşe Öztürk

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

Cited By: 5

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

Kaynakça

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Toplam 61 adet kaynakça vardır.

Ayrıntılar

Bölüm	Makaleler
Yazarlar	Feyza Ağlargöz Sevgi Ayşe Öztürk
Yayımlanma Tarihi	30 Aralık 2015
Yayımlandığı Sayı	Yıl 2015Sayı: 23

Kaynak Göster

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