Successful Fine Art Marketing [Paperback]

Marcia Layton (Author)

Book Description

Publication Date: September 1993

This manual is a guide for both artists and gallery personnel. Artists and dealers often fall into the trap of believing that all that is required to sell fine art is the mounting of an exhibition. But the "field of dreams theory", "Exhibit it and it will sell." doesn't work! Many artists and dealers have not been taught how to focus their energy and limited resources in developing successful marketing plans. "Marketing" and "sales" are words which are often used interchangeably but have dramatically different meanings. Marketing consists of the steps that lead up to and results in sales. Well planned and executed marketing leads to multiple opportunities to make sales. The author, Marcia Layton, a marketing specialist, has brought together all of the ingredients of art marketing, including positioning, pricing, distribution, and promotion. Replete with specific examples, this guide assists artists and gallery personnel to develop a specific plan which will lead to increased sales and success. Successful Fine Art Marketing is not a generalized marketing manual - it is focused on art, artists, and galleries.

--This text refers to the Hardcover edition.

Editorial Reviews

Review

She covers territory that even the veterans in the industry will find enlightening. -- Zella Jackson, Author and Program Developer of The Art of Selling Art, Coarsegold, CA --This text refers to the Hardcover edition.

About the Author

Marcia Layton's interest in the marketing of fine art arose out of the desire to assist her father, a professinal artist, in increasing the sales of his paintings. This book reveals the knowledge gained during her years of involvement with his work. Her skills were only partially acquired in hands-on applications. Ms. Layton is a graduate of Wellesley College with a double major in sociology and psychology. She obtained her MBA in marketing from University of Michigan. Her experience inclusdes market planning, strategic planning, marketing and corporate communications with companies ranging from a small business consulting group to Fortune 500 members. She is a member of the American Marketing Association, The Public Relations Society of America, and the National Association for Female Executives. --This text refers to the Hardcover edition.

Product Details

• Paperback
• Publisher: Consultant Pr (September 1993)
• Language: English
• ISBN-10: 0913069396
• ISBN-13: 978-0913069394
• Product Dimensions: 11 x 8.5 x 0.6 inches
• Shipping Weight: 1.6 pounds
• Amazon Best Sellers Rank: #2,573,995 in Books (See Top 100 in Books)

More About the Author

Marcia Layton Turner is an award-winning, bestselling author and writer who specializes in writing about small business, real estate, parenting and saving money. In addition to authoring, co-authoring and ghosting non-fiction books, Marcia also writes for magazines. Her work has appeared in BusinessWeek, Entrepreneur, Woman's Day, Health, Parenting, Black Enterprise and many others. She shares tips for writers and authors at www.becomeasixfigurewriter.com.