BibTex RIS Kaynak Göster

Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Yıl 2015, Sayı: 23, 169 - 189, 30.12.2015
https://doi.org/10.16878/gsuilet.285319

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

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