Naslov
Insights into managing marketing mix: The perspective of artist-entrepreneur

Autori
Komarac, Tanja ; Bradić, Braslav

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the European Marketing Academy - 11th EMAC Regional Conference / Fudurić, Morana ; Horvat, Sandra ; Komarac, Tanja ; Škare, Vatroslav - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu, 2020, 131-140

Skup
11th EMAC Regional Conference: Challenging the Status Quo in Marketing Research

Mjesto i datum
Zagreb, Hrvatska, 16.09.2020. - 19.09.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing mix ; artist-entrepreneur ; qualitative research

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA