CONCEPTUAL MODEL OF ENTREPRENEURIAL MARKETING MIX IN CREATIVE ART BASED BUSINESSES

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MOBARAKI MOHAMMAD HASSAN; REZVANI MEHRAN; YADOLLAHI FARSI JAHANGIR; TOGHRAIEE MOHAMMAD TAGHI

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Journal: New Marketing Research Journal Year:2016 | Volume:6 | Issue:3 (22) Page(s): 37-51

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Title

CONCEPTUAL MODEL OF ENTREPRENEURIAL MARKETING MIX IN CREATIVE ART BASED BUSINESSES

Author(s)

MOBARAKI MOHAMMAD HASSAN | REZVANI MEHRAN | YADOLLAHI FARSI JAHANGIR | TOGHRAIEE MOHAMMAD TAGHI | Issue Writer Certificate

Keywords

ENTREPRENEURIAL MARKETINGQ1

CULTURAL- ART ENTREPRENEURSHIPQ2

MARKETING MIXQ1

CREATIVE INDUSTRIESQ1

Abstract

In numerous developing countries, culture and art is not credited priority, despite their wealth and potential. In many this countries thus the cultural sector suffers severely. In Europe the cultural entrepreneur is often seen as a solution to all challenges. The question, however, is how this concept is perceived in other cultures? This paper is a multi-case study explores the marketing perception of Iranian creative on the most crucial challenges artists. In-depth interviews were locally conducted with artists and directors from various art fields to unravel their marketing perception on the current art sector and their relation the entrepreneurship. Data collection and analysis included participant observation, multiple interviews, and interpretation of textual and voice data. This paper identities’ and examine a divergence of philosophies and practice between corporate/traditional marketing (CTM) and creative ENTREPRENEURIAL MARKETING (CEM). The paper examines the case of an art entrepreneur who hasn’t a deep understanding of CTM practices. The purpose of this paper is to learn which set of marketing practices creative art entrepreneurs are likely to privilege. The concept of the cultural entrepreneur is perceived as a collective person who contributes to the good of the art sector. Findings show that art entrepreneur’s privilege elements of creative ENTREPRENEURIAL MARKETING rather than relying on the traditional four Ps (product, price, place, and promotion), their marketing strategy and practice is reminiscent of the entrepreneurial five Cs (contact network and communicating competency, content, creativity, cultural values, and creator of art work). The paper validates a framework for analysis of marketing practices specific to art & cultural entrepreneurs.

Cites

CONCEPTUALIZING ENTREPRENEURIAL MARKETING IN IRAN’S HOTEL INDUSTRY; A QUALITATIVE APPROACH

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APA: Copy

MOBARAKI, MOHAMMAD HASSAN, REZVANI, MEHRAN, YADOLLAHI FARSI, JAHANGIR, & TOGHRAIEE, MOHAMMAD TAGHI. (2016). CONCEPTUAL MODEL OF ENTREPRENEURIAL MARKETING MIX IN CREATIVE ART BASED BUSINESSES. NEW MARKETING RESEARCH JOURNAL, 6(3 (22) ), 37-51. SID. https://sid.ir/paper/194604/en

Vancouver: Copy

MOBARAKI MOHAMMAD HASSAN, REZVANI MEHRAN, YADOLLAHI FARSI JAHANGIR, TOGHRAIEE MOHAMMAD TAGHI. CONCEPTUAL MODEL OF ENTREPRENEURIAL MARKETING MIX IN CREATIVE ART BASED BUSINESSES. NEW MARKETING RESEARCH JOURNAL[Internet]. 2016;6(3 (22) ):37-51. Available from: https://sid.ir/paper/194604/en

IEEE: Copy

MOHAMMAD HASSAN MOBARAKI, MEHRAN REZVANI, JAHANGIR YADOLLAHI FARSI, and MOHAMMAD TAGHI TOGHRAIEE, “CONCEPTUAL MODEL OF ENTREPRENEURIAL MARKETING MIX IN CREATIVE ART BASED BUSINESSES,” NEW MARKETING RESEARCH JOURNAL, vol. 6, no. 3 (22) , pp. 37–51, 2016, [Online]. Available: https://sid.ir/paper/194604/en

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