Entrepreneurial marketing in creative art based businesses

Mohamad Taghi Toghraee, Mehran Rezvani, Mohammad Hassan Mobaraki and Jahangir Yadollahi Farsi

International Journal of Management Practice, 2018, vol. 11, issue 4, 448-464

Abstract: This paper explores the marketing perception of creative cultural-artistic businesses in order to show the most crucial challenges that artists face. In-depth, interviews were conducted locally with artists and various art directors to unravel their marketing perception in the current art sector. Data collections and analysis include participant observations, multiple interviews, focus groups and, the interpretation of text and audio data. This paper identies and examines the differences between the philosophy and the cultural-artistic business practices. The purpose of this paper is to show which set of marketing practices for creative artistic entrepreneurs are likely to score point. The findings show that the art entrepreneur's privilege elements of creative marketing mix rather than relying on traditional four Ps (product, price, place, and promotion), their marketing strategy, and practice are reminiscent of the entrepreneurial five Cs (contact network and communicating competency, content, creativity, cultural values, and creator of artwork). This paper also confirms a framework for analysis of marketing practices specifically for cultural-artistic entrepreneurs.

Keywords: cultural-artistic entrepreneur; marketing mix; artists; creative industries. (search for similar items in EconPapers)
Date: 2018
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