МАРКЕТИНГОВІ ТЕХНОЛОГІЇ КОЛЕКЦІОНУВАННЯ В ОБРАЗОТВОРЧОМУ МИСТЕЦТВІ
MARKETING COLLECTION TECHNOLOGIES IN THE FINE ARTS

Summary/Abstract: The aim of the article is to consider the essence and some types of marketing technologies used in the process of collecting works of fine art. The research methodology involves the use of methods of systems analysis, comparative method, methods of systematization and generalization. The scientific novelty of the study is that for the first time the marketing technologies used in the collection of works of fine arts have been studied. Conclusions. The analysis of the processes and problems of collecting works of art allowed us to conclude that in this process the following important goals and functions are realized: social, cultural, economic, as well as technological functions such as collecting and accumulating works of art, their preservation, research, exhibition . Modern collecting is a form of cultural activity that allows you to turn things into cultural objects. In the process of collecting works of fine art, marketing technologies are actively used to increase the efficiency of collecting and promoting works of art in art markets in order to replenish and improve collections stored in museums, art galleries, and individual collectors.

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