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Арт-фірма: естетичне управління та метафізичний маркетинг

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SKU: 9786177799411
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Author Pierre Guillet de Monthoux
Translator Volodymyr Zaiets
Видавництво ArtHuss
Publication date 2020
Print length 384
Ілюстрації Black & white
ISBN 978-617-7799-41-1
Мова видання Ukrainian
Cover Hardcover
Dimensions 165х235 mm

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The Art Firm explores the unorthodox alliance of the arts, management, and marketing. Art firms—as avant-garde enterprises and arts corporations—have existed for at least two hundred years, using texts, images, and other types of art to create corporate wealth. This book investigates how to apply the methods artists use to create value to the methods more traditional managers use to run their businesses.

Guillet de Monthoux offers a crash course in aesthetics from Kant to Gadamer, showing how aesthetic management and metaphysical marketing can create value. Using case studies of successful art managers from Richard Wagner to Robert Wilson, the author illustrates the creative role—so central to value-making in contemporary economies—performed by aesthetic play in art firms. Along the way, Guillet de Monthoux points out how responsible aesthetic management and marketing can eradicate the problems of banality and totality, the two capital sins of an art-based economy.

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