THE CONCEPTUAL EVOLUTION OF ART MARKETING AND ANALYSIS OF CAMPAIGNS IN THE SECTOR

Abstract

This thesis explores art marketing, contextualizing it from its origins to its contemporary evolution. It analyzes how marketing has been used to promote works of art and artists, highlighting its application in current campaigns. It also delves into the study of three emblematic paintings in the history of art, examining their marketing strategies and their impact on the art market. This analysis allows us to understand how marketing has influenced the perception and value of works of art over time.