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Cultivating Young Collectors: Engagi...

McClure, Ryan.

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Cultivating Young Collectors: Engaging the Next Generation of Art Patrons.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Cultivating Young Collectors: Engaging the Next Generation of Art Patrons./
Author:	McClure, Ryan.
Description:	66 p.
Notes:	Source: Masters Abstracts International, Volume: 52-01.
Contained By:	Masters Abstracts International52-01(E).
Subject:	Business Administration, Arts Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1540848
ISBN:	9781303215834

Cultivating Young Collectors: Engaging the Next Generation of Art Patrons.
McClure, Ryan.

Cultivating Young Collectors: Engaging the Next Generation of Art Patrons. - 66 p.

Source: Masters Abstracts International, Volume: 52-01.

Thesis (M.A.)--Sotheby's Institute of Art - New York, 2013.

The art market has grown steadily and quickly over the last decade. This growth has created a new global consumer that is changing the taste and infrastructure of the current market. This new art consumer has emerged as a lucrative prospect for the art business. As many of the world's top collectors are aging and nearing retirement as collectors, the art market must begin to actively seek out a new breed of young fine art consumers to replace them. Through an examination of the history of marketing to collectors, we will uncover the ways in which dealers used marketing in their businesses to generate clients in the past. This thesis will uncover Generation Y's unique characteristics as a consumer in an effort to determine best marketing practices to engage them in the evolving art community. An analysis of the current marketing campaigns used by galleries, museums, and auction houses will help us determine the most effective methods used to cultivate young collectors.

ISBN: 9781303215834Subjects--Topical Terms:

1674038
Business Administration, Arts Management.

Cultivating Young Collectors: Engaging the Next Generation of Art Patrons.
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245 1 0 $a Cultivating Young Collectors: Engaging the Next Generation of Art Patrons.
300 $a 66 p.
500 $a Source: Masters Abstracts International, Volume: 52-01.
500 $a Adviser: Thomas P. McNulty.
502 $a Thesis (M.A.)--Sotheby's Institute of Art - New York, 2013.
520 $a The art market has grown steadily and quickly over the last decade. This growth has created a new global consumer that is changing the taste and infrastructure of the current market. This new art consumer has emerged as a lucrative prospect for the art business. As many of the world's top collectors are aging and nearing retirement as collectors, the art market must begin to actively seek out a new breed of young fine art consumers to replace them. Through an examination of the history of marketing to collectors, we will uncover the ways in which dealers used marketing in their businesses to generate clients in the past. This thesis will uncover Generation Y's unique characteristics as a consumer in an effort to determine best marketing practices to engage them in the evolving art community. An analysis of the current marketing campaigns used by galleries, museums, and auction houses will help us determine the most effective methods used to cultivate young collectors.
590 $a School code: 1588.
650 4 $a Business Administration, Arts Management. $3 1674038
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Art History. $3 635474
690 $a 0424
690 $a 0338
690 $a 0377
710 2 $a Sotheby's Institute of Art - New York. $b Art Business. $3 2093254
773 0 $t Masters Abstracts International $g 52-01(E).
790 $a 1588
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792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1540848