Art and marketing: The relationship between market orientation and performance of art galleries in Turkey

Art galleries which bring the buyers, audiences and collectors together with the artworks, have an important role in the development of arts market. This study encompassing commercial art galleries operating in Turkey, principally aims to explore the marketing activities and market orientation levels of art galleries and reveal how the market orientation affect gallery performance. In this research survey model was used and data were collected through in-depth interviews and questionnaires. As a result of the research, characteristics of art galleries operating in Turkey were described, market orientation of art galleries and the relationship between market orientation and performance was revealed. The marketing tools and activities used by the galleries were explored. Results of the study revealed that among the marketing orientation dimensions, product orientation is the most accepted one. Gallerists generally have a positive perception on their galleries? performance level. Results of the research reveal that art galleries adopt most of the marketing tools and activities used by the companies. Results of the research show that there is a strong relation between market orientation and gallery performance and indicates the importance of marketing orientation including customer, artist, product, competitor, research art-business coordination orientations in the gallery performance.