Sztuka zysku - marketingowe uwikłanie kultury

• Authors: Datko Marek

Title variants

EN

Art of profit – culture’s marketing involving

• Languages of publication: PL

Abstracts

EN

Between marketing, art and culture we can observe the specific relationships. When marketing wants to earn some profits it has to reach an individual con-sumer 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 conse-quence 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

PL

marketing; kultura; dzieło sztuki; produkt; sponsoring; homogenizacja

EN

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

• Publisher: Wyższa Szkoła Bankowa w Toruniu
• Journal: Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu
• Year: 2013
• Issue: 12
• Pages: 431-447

Contributors

author

Datko Marek

• Wyższa Szkoła Bankowa w Toruniu, Katedra Zarządzania