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Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia

Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions –... Abstract Unconventional marketing has the potential to contribute not only to the well-being of cultural institutions but also to the society by raising its general cultural level and fostering economic growth based on creative industries. This paper contributes to the theoretical explanation and understanding of the unconventional marketing approach by providing an overview of literature, a developed model of successful marketing in cultural institutions and an analysis of the objectives of such marketing. Based on empirical research on cultural institutions in the Republic of Croatia, the research objective was to contribute to identifying and understanding the factors that influence unconventional marketing as well as the potential for applying unconventional marketing in cultural institutions. Research was limited to three types of cultural institutions (theatres, museums and galleries) and it was conducted on a sample of 244 institutions by using a highly structured online questionnaire. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Scientific Annals of Economics and Business de Gruyter

Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia

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Publisher
de Gruyter
Copyright
Copyright © 2016 by the
ISSN
2501-3165
eISSN
2501-3165
DOI
10.1515/saeb-2016-0120
Publisher site
See Article on Publisher Site

Abstract

Abstract Unconventional marketing has the potential to contribute not only to the well-being of cultural institutions but also to the society by raising its general cultural level and fostering economic growth based on creative industries. This paper contributes to the theoretical explanation and understanding of the unconventional marketing approach by providing an overview of literature, a developed model of successful marketing in cultural institutions and an analysis of the objectives of such marketing. Based on empirical research on cultural institutions in the Republic of Croatia, the research objective was to contribute to identifying and understanding the factors that influence unconventional marketing as well as the potential for applying unconventional marketing in cultural institutions. Research was limited to three types of cultural institutions (theatres, museums and galleries) and it was conducted on a sample of 244 institutions by using a highly structured online questionnaire.

Journal

Scientific Annals of Economics and Business – de Gruyter

Published: Jun 1, 2016

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    Gallagher
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    Rocco
  • Guerrilla marketing research : Marketing research techniques that can help any business make more money
    Kaden
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    Fong
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    Resch
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    Schulte
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    Carudcci
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    Kennett
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    Hausmann
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    Primus
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    Aleksić
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    Carls
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    Emsdetelner
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    McAllister
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    Yuksekbilgili
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    Gallagher
  • communications
    Egan
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    Pavičić
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    Meler
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    Kolb
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    Huber
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    Dukić
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    Thomas
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    Bilton
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    Resch
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    Emsdetelner
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    Solomon
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    Adeniyi
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    Rentschler
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    Serazio
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    Baumgarth
  • Kultur und Management Eine Annäherung Wiesbaden VS
    Henze
  • Guerrilla Marketing Ideen schlagen Budget
    Patalas
  • Guerilla Marketing für Unternehmentypen Verlag Praxis
    Schulte
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    Baack
  • i kreativnost
    Bilton
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    Anić
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    Diggle
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    Ali
  • Guerrilla Marketing Secrets of making big profit from your small
    Levinson
  • Modernes marketing für das Bankgeschäft Wiesbaden VS
    Schwarzbauer
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    Baack
  • marketing Faculty of in
    Meler
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    Boter
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    Klein
  • Explore guerrilla marketing potentials for trade show University of Nevada Las Vegas Retrieved from http citeseerx ist psu edu viewdoc download doi
    Chen
  • Guerilla online Guerrilla Marketing principles Retrieved from http www guerrillaonline com cs Guerrilla Marketing Principles htm
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    Lukić
  • Kommunikation Wiesbaden
    Bruhn
  • Guerrilla Marketing - Reaching the customer in an untraditional way Jönköping School Jönköping University
    Sandber
  • für Kapitalisten Absatzwirtschaft Zeitschrift für Marketing
    Kuttelwascher
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    Evrard
  • Marketing u kulturi i umetnosti
    Kolber
  • Lecture in Ulm Danube School for Arts Management
    Klein
  • Guerrilla marketing - Reaching the customer in an untraditional way Asia Pacific of and
    Ali
  • marketing u funkciji unapređenja knjižnične djelatnosti Hrvatske Zagreb Faculty of Economics in Zagreb
    Aleksić
  • The forms of unconventional advertising theoretical approach Management Marketing
    Jurca
  • Guerrilla communication visual consumption and consumer public relations http dx org
    McNaughton
  • marketing Zagreb
    Levinson
  • New media and the commercial sphere : Two intersecting trends five categories of concern of http dx org
    McAllister
  • Psychometric New York
    Nunnally
  • Trojanisches marketing II - Mit unkonventionellen Methoden und kleinen Budgets zum Erfolg Freiburg Gruppe
    Anlager
  • Guerrilla marketing : The nature of the concept and propositions for further research Asian of http dx doi org
    Hutter
  • Veil Guerrilla marketing and the Aqua Teen Hunger Force Fiasco Public Relations
  • Psychometric New York
    Nunnally
  • Arts new discipline entering the millennium of Arts Management
    Evrard
  • PR für Kunst und Kultur http dx org
    Mandel
  • i kultura Zagreb Hadrian
    Antolović
  • Trojanisches marketing II - Mit unkonventionellen Methoden und kleinen Budgets zum Erfolg Freiburg Gruppe
    Anlager
  • Veil Guerrilla marketing and the Aqua Teen Hunger Force Fiasco Public Relations
  • Nonprofit Management Principles and California Thousands
    Worth
  • stranih riječi Zagreb
    Anić
  • Guerrilla Marketing Technique Effectiveness Quantitative Experiment http lup lub lu se student papers record
    Kontakis
  • Kommunikation Wiesbaden
    Bruhn
  • i marketing scenskih umjetnosti Zagreb
    Lukić
  • Ay Guerrilla marketing communication tools and ethical problems in guerrilla advertising of and Administration http dx org
    Aytekin
  • Guerrilla Marketing - Grundlagen Instrumente und Beispiele Erfurter Hefte zum Angewandten Marketing
    Jackel
  • Marketing professionalism of cultural institutions in Europe of http dx org
    Wöber
  • The of and An perspective Cambridge
    Heilbrun