Arte contemporanea e marketing: cultura, valore e strategie. Casi concreti.

This thesis deals with the art market and how the main art companies rely on marketing techniques in order to be successful. After a general introduction on cultural marketing and the psychological factors that influence the consumers, it explains why the art market is a system and describes the main actors, with particular reference to art galleries. In the end, it is clear that artworks have to be considered as products, and that their success is related to marketing strategies rather than aesthetical features. Currently no art company can survive without an efficient marketing plan.