Yıl 2015, Cilt 0, Sayı 23, Sayfalar 169 - 189 2017-01-11

Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği

Feyza AĞLARGÖZ [1] , Sevgi Ayşe ÖZTÜRK [2]

1637 2153

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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Konular
Dergi Bölümü Makaleler
Yazarlar

Yazar: Feyza AĞLARGÖZ

Yazar: Sevgi Ayşe ÖZTÜRK

Bibtex @ { gsuilet285319, journal = {Galatasaray Üniversitesi İleti-ş-im Dergisi}, issn = {1305-2411}, eissn = {2548-124X}, address = {Galatasaray Üniversitesi}, year = {2017}, volume = {0}, pages = {169 - 189}, doi = {10.16878/gsuilet.285319}, title = {Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği}, key = {cite}, author = {ÖZTÜRK, Sevgi Ayşe and AĞLARGÖZ, Feyza} }
APA AĞLARGÖZ, F , ÖZTÜRK, S . (2017). Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği. Galatasaray Üniversitesi İleti-ş-im Dergisi, 0 (23), 169-189. DOI: 10.16878/gsuilet.285319
MLA AĞLARGÖZ, F , ÖZTÜRK, S . "Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 (2017): 169-189 <http://iletisimdergisi.gsu.edu.tr/issue/27119/285319>
Chicago AĞLARGÖZ, F , ÖZTÜRK, S . "Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 (2017): 169-189
RIS TY - JOUR T1 - Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği AU - Feyza AĞLARGÖZ , Sevgi Ayşe ÖZTÜRK Y1 - 2017 PY - 2017 N1 - doi: 10.16878/gsuilet.285319 DO - 10.16878/gsuilet.285319 T2 - Galatasaray Üniversitesi İleti-ş-im Dergisi JF - Journal JO - JOR SP - 169 EP - 189 VL - 0 IS - 23 SN - 1305-2411-2548-124X M3 - doi: 10.16878/gsuilet.285319 UR - http://dx.doi.org/10.16878/gsuilet.285319 Y2 - 2018 ER -
EndNote %0 Galatasaray Üniversitesi İleti-ş-im Dergisi Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği %A Feyza AĞLARGÖZ , Sevgi Ayşe ÖZTÜRK %T Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği %D 2017 %J Galatasaray Üniversitesi İleti-ş-im Dergisi %P 1305-2411-2548-124X %V 0 %N 23 %R doi: 10.16878/gsuilet.285319 %U 10.16878/gsuilet.285319
ISNAD AĞLARGÖZ, Feyza , ÖZTÜRK, Sevgi Ayşe . "Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği". Galatasaray Üniversitesi İleti-ş-im Dergisi 0 / 23 (Ocak 2017): 169-189. http://dx.doi.org/10.16878/gsuilet.285319