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Innovational marketing in the art-business: directions and opportunities of application

Author: Percinschi Olga
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Grigore Belostecinic
doctor habilitat, professor, Academy of Economic Studies of Moldova
Institution: Academy of Economic Studies of Moldova


The thesis was presented on the 6 November, 2015
Approved by NCAA on the 22 December, 2015


Adobe PDF document0.94 Mb / in romanian
Adobe PDF document0.78 Mb / in russian


CZU 339.138:001. 895

Adobe PDF document 3.88 Mb / in russian
173 pages


art-business, global market of art-business, innovational marketing, public policy of development the art-business sector, SWOT analysis of the art-business market, development trends, participants of the art-business market: the creators of art works, galleries, dealers, investment, business model, highly developed countries, countries with economies in transition


Dissertation contents:The thesis it is written in Russian language, it consists of an introduction, three chapters, conclusions and recommendations, bibliography of 161 sources, 3 tables, 38 figures,15 annexes,. The work contains 138 pages of text.

The number of publications on the topic: The obtained results are reflected in 15 scientific articles, total volume of 6.59 copyright pages.

Specialty: 521.04. Marketing and Logistics

The aim of the work consists in development of theoretical framework, the development of methodological and practical recommendations aimed at improving marketing in the art-business of the Republic of Moldova, which can then be adapted in some countries, with emerging economies.

Scientific novelty and originality of the research:consist in a comprehensive analysis of the world’s and Moldova’s art-business markets, of the trends of its change and development, revealed innovative marketing art policies. Was analyzed the evolution of Moldovan art market and of marketing techniques in force during the period of market reforms; were identified and summarized the main types of barriers to its development, are proposed recommendations for of their overcoming, the further development and perfection of the art market and of the introduction of innovative marketing in this area. An innovational model of the development of the art market of the country was proposed. For 2015 the research is the first one in the field of art market in the Republic of Moldova. The author used a new data sources - own research by interviewing participants of the art market of the capital.

Theoretical and applied importance of the work: are disclosed questions regarding formation of marketing in the art business; systematized features, the main directions and trends of Moldovan art market, it is proposed promising innovative model of its development. The results will develop the direction of advancement of art business innovative products through the implementation of the proposed recommendations concerning promotion of art works on the domestic and foreign markets.

Implementation of scientific results of the present study is confirmed by the implementation certificates issued by State agency on intellectual property of the Republic of (SAIP),National Economic Research Institute of the ASM, NGO«CREDO»,as well as personal and collective exhibitions, where were used innovative methods for the realization of works of art at foreign art exhibitions.