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The Evolution of Marketing Tools at Auction Houses. Case : = The Last Leonardo.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	The Evolution of Marketing Tools at Auction Houses. Case :/
Reminder of title:	The Last Leonardo.
Author:	Magnino, Margherita.
Description:	1 online resource (89 pages)
Notes:	Source: Masters Abstracts International, Volume: 84-05.
Contained By:	Masters Abstracts International84-05.
Subject:	Arts management. -
Online resource:	click for full text (PQDT)
ISBN:	9798352936603

The Evolution of Marketing Tools at Auction Houses. Case : = The Last Leonardo.
Magnino, Margherita.

The Evolution of Marketing Tools at Auction Houses. Case :The Last Leonardo. - 1 online resource (89 pages)

Source: Masters Abstracts International, Volume: 84-05.

Thesis (M.A.)--Sotheby's Institute of Art - New York, 2023.

Includes bibliographical references

This thesis wants to investigate the evolution of marketing at auction houses, comparing especially Sotheby's and Christie's through the years. This was done by analysing five different campaigns that had a particular impact. In particular, I focused on the case of the Last Leonardo, sold by Christie's in 2017. The purpose of the study is to understand how the two most important auction houses in the world have been shaping their marketing tools and what has been the impact on their brand as well as auction results. The challenge with this study is that there is not much written about the subject and that the auction houses' internal marketing strategies are kept secret. The methodology for this thesis consisted of observations, analysis of the findings, and comparisons of them. The literature, which includes articles, videos, papers, and books, serves as a starting point for the observation and analysis of the subject, which I conducted under the lens of the knowledge I have acquired during previous studies of marketing. From my research, I found that today, more than in the past, auction houses have the capability to evolve in the use of marketing tools, especially digital ones, and gain an advantage from it, even if the adaptation has been slower with respect to firms in other sectors. The cases I studied are an example of how a catalogue, a video well produced, and more generally, storytelling, when well done, can shift the perception of the public in the desired direction, making it possible to achieve extraordinarily superior results.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798352936603Subjects--Topical Terms:

1183332
Arts management.
Subjects--Index Terms:

MarketingIndex Terms--Genre/Form:

554714
Electronic books.

The Evolution of Marketing Tools at Auction Houses. Case : = The Last Leonardo.
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500 $a Source: Masters Abstracts International, Volume: 84-05.
500 $a Advisor: Sancho-Arroyo, Maria;Wolf, Eric.
502 $a Thesis (M.A.)--Sotheby's Institute of Art - New York, 2023.
504 $a Includes bibliographical references
520 $a This thesis wants to investigate the evolution of marketing at auction houses, comparing especially Sotheby's and Christie's through the years. This was done by analysing five different campaigns that had a particular impact. In particular, I focused on the case of the Last Leonardo, sold by Christie's in 2017. The purpose of the study is to understand how the two most important auction houses in the world have been shaping their marketing tools and what has been the impact on their brand as well as auction results. The challenge with this study is that there is not much written about the subject and that the auction houses' internal marketing strategies are kept secret. The methodology for this thesis consisted of observations, analysis of the findings, and comparisons of them. The literature, which includes articles, videos, papers, and books, serves as a starting point for the observation and analysis of the subject, which I conducted under the lens of the knowledge I have acquired during previous studies of marketing. From my research, I found that today, more than in the past, auction houses have the capability to evolve in the use of marketing tools, especially digital ones, and gain an advantage from it, even if the adaptation has been slower with respect to firms in other sectors. The cases I studied are an example of how a catalogue, a video well produced, and more generally, storytelling, when well done, can shift the perception of the public in the desired direction, making it possible to achieve extraordinarily superior results.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2024
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