[spectre] THE ART FIRM - Aesthetic Management and Metaphysical Marketing

geert lovink geert at xs4all.nl
Tue Jan 27 08:43:44 CET 2004

From: "pguillet" <pguille at attglobal.net>

        The Art Firm
        Aesthetic Management and Metaphysical Marketing
        from Wagner to Wilson

        By Pierre Guillet de Monthoux

        The Art Firm explores the seemingly 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 in creating value to the
methods more traditional managers use in running 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.

        408 pages, 39 figures, 2004,
        ISBN 0804748136 cloth

        hardcover price: $49.95

  For more info please see:

  Pierre Guillet de Monthoux
  School of Business
  Stockholm University
  S 106 91 Stockholm
  tel off. 0046 8 162907
  tel+fax res. 0046 8 327854

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