In addition to artistic skill, knowledge of art marketing is increasingly necessary to successfully navigate the often challenging balancing act of the art market. This handbook, aimed at artists throughout the German-speaking world, combines practical insider knowledge with academically grounded insights from art management. It opens up opportunities to work more effectively and act more successfully through targeted strategies. Gallery owner and lecturer Kathrein Weinhold provides a career guide for artists as well as a detailed manual for successful self-management. The handbook introduces the current art scene with its key mechanisms and rules, and presents the main players involved. Topics in the practical section include: self-presentation and self-PR, cult marketing, and branding.