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...