Read more
This book illustrates how money and marketing, in combination with general trends, play decisive roles in shaping the art world and in propelling specific artists and artworks to positions of prominence.
List of contents
1. Introduction
2. Marketing principles
3. The contemporary art market
4. Trends, fashion and social influence
5. Disentangling the muses
6. Afterword
About the author
Henrik Hagtvedt studied at art schools in Norway, Denmark, and Italy before enjoying an international career as a visual artist, exhibiting in galleries and museums in Europe and Asia. He was thereby exposed to the inner sanctums of the art world, which sparked his curiosity about how the art market really works, eventually prompting him to return to school. After completing a degree in art history, he went on to earn an MBA and a PhD, both with a major in marketing. He is now a marketing professor at Boston College, and much of his research is focused on art and aesthetics. He has published a number of scholarly articles in top journals in the fields of marketing, psychology, and neuroscience, and his research has been featured in dozens of major news outlets around the world. He has presented this work at national and international conferences and has been invited to speak at diverse venues, ranging from the Western States Arts Federation to the Federal Reserve Bank. He has been designated an MSI Scholar by the Marketing Science Institute, which recognizes internationally leading marketing scholars. His interests also tend to reflect an international perspective, as he has lived in diverse countries in Europe, Asia, Africa, and North America, in addition to traveling extensively throughout his life.
Summary
This book illustrates how money and marketing, in combination with general trends, play decisive roles in shaping the art world and in propelling specific artists and artworks to positions of prominence.
