Includes bibliographical references (p. 236) and index.

Introduction -- Acknowledgements -- Ch. 1. Education : how to learn what you don't know before opening a commercial art gallery -- Ch. 2. Identity : defining your program and other branding issues -- Ch. 3. Business models and customary practices : the primary market -- Ch. 4.The secondary market -- Ch. 5. Start-up capital : how much you need and how to get it -- Ch. 6. Writing a business plan -- Ch. 7. Location and build-out issues -- Ch. 8. Managing cash flow -- Ch. 9. Logistics : crating, shipping, framing, photographing, managing, and insuring artwork -- Ch. 10. Staffing and management practices -- Ch. 11. Promotional efforts : publicity and advertising -- Ch. 12. Getting expert advice and professional assistance -- Ch. 13. Art fairs -- Ch. 14. Artists : where to find them; how to keep them -- Ch. 15. Collectors : where to find them; how to keep them -- Ch. 16. Peerage : the art gallery community -- Appendix -- The standard art consignment agreement -- Regional art dealers associations -- Bibliography -- Index.