Insights into managing marketing mix: The perspective of artist-entrepreneur (CROSBI ID 695846)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Komarac, Tanja ; Bradić, Braslav
engleski
Insights into managing marketing mix: The perspective of artist-entrepreneur
The paper explores artist-entrepreneur’s opinions about the elements of the marketing mix of cultural product. Artists-entrepreneurs are professionals who manage their art business independently and require artistic and entrepreneurial knowledge. A qualitative study on the sample of ten artists-entrepreneurs was conducted to reveal their opinions and practices in managing a marketing mix. Results showed that artist-entrepreneurs perceive marketing only as a promotion. Also, they consider their artworks as cultural products. However, they believe that the price differs drastically because of the degree of intangibility for some cultural products. Networking, WOM, and social media are the most important promotional tools for artists. Distribution takes form of a live performance or product is delivered personally. Artist- entrepreneurs stressed the need for more business education in art schools.
marketing mix ; artist-entrepreneur ; qualitative research
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Podaci o prilogu
131-140.
2020.
objavljeno
Podaci o matičnoj publikaciji
Proceedings of the European Marketing Academy - 11th EMAC Regional Conference
Fudurić, Morana ; Horvat, Sandra ; Komarac, Tanja ; Škare, Vatroslav
Zagreb: Ekonomski fakultet Sveučilišta u Zagrebu
2709-1589
Podaci o skupu
11th EMAC Regional Conference: Challenging the Status Quo in Marketing Research
predavanje
16.09.2020-19.09.2020
Zagreb, Hrvatska