Art of profit – culture’s marketing involving

Marek Datko

Abstract


Between marketing, art and culture we can observe the specific relationships. When marketing wants to earn some profits it has to reach an individual consumer and so called „couch potato”. Marketing uses to this end the experiences and feelings offering by culture and art (product as work of art, sponsorship). The culture and art need marketing (work of art as product) to exist. The consequence of subordination of the culture and art to the market’s rules (profit, demand, flattery tastes of mass consumer) is culture’s homogenization and debasement artistic worth of works of art.


Keywords


marketing, culture, product, work of art, sponsorship, homogenization

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Print ISSN: 1643-8175 (2451-0947), Online ISSN: 2451-0955, DOI prefix: 10.19197, Principal Contact: tbr@wsb.torun.pl