Marketingová cesta vizuálního umělce

Growing number of art college graduates and blooming international art market creates a competition that represents higher requirements, but also wider possibilities for young emerging artists. Art marketing becomes an integral part of an artist's professional life. The goal of this thesis is to analyse the artist advisory publications and create basic guidelines that apply on foreign as well as Czech emerging artists. The entire thesis is divided into three principal parts. The first presents a starting point in marketing management theory, mainly based on Philip Kotler. Second part is based on the structure of earlier presented marketing 5P theory and searches for analogies in available literature providing professional art career advice in following categories -- Product, Price, People, Place and Promotion. The last part follows up on the Promotion tips with expert interviews that present contemporary emerging artist experience on different kinds of means of promotion and methods of communication when approaching a gallery or curator. The noteworthy information is eventually summarized and explained in the conclusion of the thesis.