The Italian Art Market and the importance of communication strategies: from fairs to auction houses’ best practices

The Italian cultural industry is now marching on an innovative supply chain, whose main pattern consists in a new utility perception and consumption behaviours on the demand side and a strong vocation to invest in communication and public relations on the supply side. The content of this paper is an attempt to justify the emerging relevance of marketing strategies and investments in the Italian art market, referring to new incubators like art fairs – as concerns 2004’s interviews with art galleries - and to a modern and consistent approach to communication instruments evaluation for key competitors like auction houses. Angela Besan

The Italian Art Market and the importance of communication strategies: from fairs to auction houses’ best practices

The Italian cultural industry is now marching on an innovative supply chain, whose main pattern consists in a new utility perception and consumption behaviours on the demand side and a strong vocation to invest in communication and public relations on the supply side. The content of this paper is an attempt to justify the emerging relevance of marketing strategies and investments in the Italian art market, referring to new incubators like art fairs – as concerns 2004’s interviews with art galleries - and to a modern and consistent approach to communication instruments evaluation for key competitors like auction houses. Angela Besanastrategy;communication;art market;auction house

The "De Medici New Generation": The Italian Foundations' Collections and Philanthropy in the Third Millennium

Lorenzo de Medici, his family and his followers were well-known bankers, merchants and investors. The cultural heritage of Tuscany and Italy profited by a very great influence of this Highlighted Sponsor. Tuscany is nowadays a comprehensive heritage, one of the treasure the Italian Cultural Market has inherited. Since de Medici’s century, the bank industry has experienced a strong involvement in the support of the Italian culture. The bank industry is nowadays split in “for profit” and “not for profit” branches. The not for profit is connected with bank foundations, lately born in Italy (1990). Bank foundations are fund-givers of big philanthropy next to Public Administrations and foundations of big-sized Italian Firms of the famous “Made in Italy. Next to banks and bank foundations’ there is also corporate philanthropy of several Italian Firms. The assets and philanthropy of Italian Corporate Foundations have not been fully investigated yet. Corporate Foundations do develop exhibiting goals too, collecting and showing works of art of traditional and recent categories (from paintings to applied arts; from sculptures to design). In the economical literature Bank foundations have been mostly investigated recently. Nevertheless, bank and corporate foundations are not only grant-makers. Having collected arts and heritages through their bank and investing policies and services, they are now realizing their exhibiting potentials. Bank Foundation Museums, Industrial Museums and Corporate collections are now estimated as an opportunity to strengthen the relationship between foundations and their cultural stakeholders. Art collections are part of the communication mix and branding of the propensity to arts and heritage commitment. This paper contains, first of all, an analysis of criteria of Italian Foundations Philanthropy, particularly of Bank Foundations. It will be, secondly, discussed of strategies and polarities of grant-making and operating in the arts. Collections and Museums will be studied in their implementation process, both offline and online. Cataloguing will be demonstrated as refers to international standards. Networking strategies with national and international institutions will be examined, in order to justify the touring of collections. It will be finally verified the wideness and correlation of grant-making and operating of these foundations in the economics of culture.philanthropy; collection; foundation; bank; corporate

Applied arts and design in museums: USA and Milan experience

The Design represents an innovative work of art. Chairs, spoons, teapots could be an example of designed arts. Creativity and daily utility, they both “evolve in” arts. Design Museums are often collections of famous designers, stylists and firms. The supply chain of brands could find an exhibition in “Museum Rooms”. Design Museums develop own fundraising techniques. Through networks and partnerships with Industrial Museums and Fairs, they focus on targets like entrepreneurs, institutions and research centres. Merchandising could also turn out to be an opportunity in order to raise funds. The range of merchandising could really be multiple and attractive for visitors, usually engaged – in “ordinary” museums - in the choice of t-shirts or calendars. The aim of the paper is the investigation of strategies of Design Museums. How do they transform industrial concepts in museum concepts and attract resources? The analysis will be focused on USA Museums whose collections give evidence of applied arts and design.. The recently born Milan Design Museum will be illustrated as regards the collection, partnerships, networks and fundraising priorities. The Association Museimpresa as a promoter of Italian industrial collections will be presented in the ending part.applied arts; design; museum; management; fundraising

Priorities for the Italian Cultural Firms

Strategy and management are becoming priorities for the survival and growth of Italian Cultural Firms. After a decade of advantageous legislation – from several acts regarding cultural foundations to fiscal acts concerning tax incentives for private sponsors – Italian Cultural Firm are curious of Fundraising Techniques. Also through the analysis of some highlighted case histories, it will be explained of fundraising techniques for the Cultural Industry and of performances of the Italian Cultural Sector in raising private funds. Price marketing will be analyzed next to fundraising as strategies that both nourish assets and resources of the firm. Case histories will be suitable, both for visual and performing arts, in order to give evidence of what is happening on the Italian Stage.strategy, management, marketing, fundraising, culture

Internet Marketing in Cultural Industries: from movie to arts

Marketing skills have been developed by firms of several cultural industries for more than three decades. From movie companies to performing arts, from museums to art fairs, every stakeholder has adopted and is going to implement innovative communication strategies. Digital advertising and e-fundraising might represent the boundaries of the present and the future of cultural promotion. First of all we will explore the impact of Information and Communication Technologies in the Cultural (creative) industries, particularly referring to the benefits of visibility and improvements in communication strategies. Then we will give evidence of the impact of ICT in the movie industry, whose budget are mainly conspicuous and today targeted to the Digital Movie, above all the USA Digital Movie. Performing arts seem to be theatrical arts not subject to digital transformation, neither in contents nor in media. Italian Symphony Orchestras do really show a meaningful trend in ICT and digital marketing development. The final research’s goal is to produce a sort of classification of innovative marketing activities in the creative market, based on homogeneous elements.marketing, internet, digital, movie, orchestra

Alternative Resources: Revenue Diversification in the Not-for-profit USA Symphony Orchestra

This article investigates revenue diversification in order to verify if it is advantageous for nonprofit creative entrepreneurs to improve their price and product marketing, fundraising, and other financing. The article also focuses on U.S. symphony orchestras that cope with Cost Disease (Baumol and Bowen 1965) thanks to the revenue diversification. Today these creative nonprofits are targeting several stakeholders and rent holders. In this article, they are clustered according to performances of their marketing, fundraising, and investing. As seen in 2008, U.S. symphony managers diversified and maximized total revenues of contributions, program service, interests, dividends, sales of assets, special fundraising events, etc. Thanks to the Ward cluster analysis (1963), two main profiles emerge: the Fundraiser and the Marketing Expert. The Marketing Expert is the most developed profile, but contributions are always exceeding program service revenues, and fundraising is more profitable than marketing

Rethinking Tourism in Macroeconomics

AbstractThe contemporary crisis is giving evidence of failures of macroeconomic theory and macroeconomic policies. If the State is e key-role in macroeconomics, the contemporary crisis has shown the ‘State Weakness’ and any attempt in order to downgrade its role, when concentrated on deleveraging and spending review. Monetary policies seem to fail too and their targets should be changed.What if primary tools and estimates like GDP are not more able to estimate growth and welfare?In this paper we discuss the hypothesis that GDP can still be a reliable estimate of growth. Nevertheless only if GDP is connected exports that are leading many countries out of the crisis, when public spending is collapsing and monetary policies do not solve the contemporary credit crunch.Exports are important, with particular attention to any component that is related to exports. International Tourism Receipts must be included.According to the World Bank database and thanks to a cluster analysis of International Tourism Receipts and GDP growth from 2007 to 2011, positive variations of GDPs are perfectly matching with positive variations of tourism receipts. The cluster analysis emphasizes differences among ‘regions’ or continents. Europe and USA are relatively worse than Emerging Economies and this performance can be related to an increase of trade in emerging economies more than in mature ones

Applied arts and design in museums: USA and Milan experience

The Design represents an innovative work of art. Chairs, spoons, teapots could be an example of designed arts. Creativity and daily utility, they both “evolve in” arts. Design Museums are often collections of famous designers, stylists and firms. The supply chain of brands could find an exhibition in “Museum Rooms”. Design Museums develop own fundraising techniques. Through networks and partnerships with Industrial Museums and Fairs, they focus on targets like entrepreneurs, institutions and research centres. Merchandising could also turn out to be an opportunity in order to raise funds. The range of merchandising could really be multiple and attractive for visitors, usually engaged – in “ordinary” museums - in the choice of t-shirts or calendars. The aim of the paper is the investigation of strategies of Design Museums. How do they transform industrial concepts in museum concepts and attract resources? The analysis will be focused on USA Museums whose collections give evidence of applied arts and design.. The recently born Milan Design Museum will be illustrated as regards the collection, partnerships, networks and fundraising priorities. The Association Museimpresa as a promoter of Italian industrial collections will be presented in the ending part

Internet Marketing in Cultural Industries: from movie to arts

Marketing skills have been developed by firms of several cultural industries for more than three decades. From movie companies to performing arts, from museums to art fairs, every stakeholder has adopted and is going to implement innovative communication strategies. Digital advertising and e-fundraising might represent the boundaries of the present and the future of cultural promotion. First of all we will explore the impact of Information and Communication Technologies in the Cultural (creative) industries, particularly referring to the benefits of visibility and improvements in communication strategies. Then we will give evidence of the impact of ICT in the movie industry, whose budget are mainly conspicuous and today targeted to the Digital Movie, above all the USA Digital Movie. Performing arts seem to be theatrical arts not subject to digital transformation, neither in contents nor in media. Italian Symphony Orchestras do really show a meaningful trend in ICT and digital marketing development. The final research’s goal is to produce a sort of classification of innovative marketing activities in the creative market, based on homogeneous elements