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http://dx.doi.org/10.5762/KAIS.2014.15.5.3203

A Study on Current State and Typology of Korea Company Gallery since 1990  

Kim, Hyeok-Ki (Division of Architectural Engineering, Korea University of Technology & Education)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.15, no.5, 2014 , pp. 3203-3212 More about this Journal
Abstract
Company. s support for culture and arts started from mecenat activities. After then, it played a role as a tool of the company to satisfy consumers. cultural desires and improve the company. s image. As time goes by, it became a culture marketing which encourages business activities. Therefore, many companies try to develop their culture marketing activities in various fields. Especially art marketing has increased consumers. expectation and interest about art activities. Also, art marketing has become important as it has helped consumers to have critical view about products and improve their standard of life. As a way of art marketing, a company provides diverse exhibitions, sponsors and education programs related to art in either a specific space of the company building or a separate place. It can be said that this example of art marketing is a kind of an image marketing and public welfare at the same time. This article presents the concept of culture marketing and current condition of company. s support for culture and arts. In addition, the article depicts the concept and classification of art marketing. Furthermore, through analysis of company exhibition space and programs, the article illustrates the features and typology of art galleries managed by companies.
Keywords
Company Gallery; Cultural Marketing;
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  • Reference
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