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National Repository of Grey Literature 2 records found  Search took 0.03 seconds. 
Media Image of the Art Market
 Seimlová, Anna ; Skřivánek, Jan (advisor) ; Ježková, Tereza (referee)
Goals of paper are to create grounded theories that will answer the question "how media inform about three art auctions". First is Hascoe action in London auction house Sotheby's, second one is auction of painting Tvar Modré in Adolf Loos Apartment and Gallery and the last one is auction of collection of oil paintings by František Kupka in Dorotheum. Firstly I describe historical phases of auction market and then it's mechanism. Theoretical part consists of information about offer of analyzed action houses and focuses on uniqueness of art pieces, previous owners or marketing strategies. Practical part of analysis defines research issue, paradigm, research materials and describe selected media. Then alalyzes three grounded theories that consist of open coding, axial coding and selective coding. All these phases are illustrated on graphic models and identify theoretical codes. Finally I describe media image of analyzed auctions.
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Marketing Strategy of the Auction House Vltavin in the Years 2013-2014
 Seimlová, Anna ; Dolanský, Pavel (advisor) ; Halada, Jan (referee)
Due to development of sales of art work at auction in Czech republic author tries to demonstrate at chosen auction house an adequacy of communication channels. The analysis is not only based on scientific literature but also based on author own experience. The paper describes art auction mechanism that consists of choice of art work, setting adequate starting price, choice of the right target group and use of appropriate marketing and communication mix. Gradual development of auction houses in Czech republic began to form the strongest players in the market where it belongs Aucton House Vltavín. The results of the study points out the use of its different communication and marketing methods, unlike the competition, but it does not guarantee better economic results and social prestige. Unique cooperation of Auction House Vltavín with another major auction house - Gallery Kodl provides uncommon possibilities to sell art works on the auction market. In reaching its permanent or potential customers it uses not only traditional means of communication, but also new information technology. The website of Auction House Vltavín over the competition include important space for brokering of art objects.
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