Marketing tools on the international art market

Abstract

This article examines the peculiarities of marketing tools (such as product policy, pricing, distribution channels and promotion) application to the development of art markets on an international scale. The paper uncovers the new trends on the international art market that have an impact on art marketing. The analysis is based on data collected by Skate’s Art Market Research and Artprice, using the interdisciplinary approach to the research. In this article the theoretical proposition about how to apply the 4P model of marketing mix to promote art and increase cultural attractiveness of countries are developed.