Title: Entrepreneurial marketing in creative art based businesses

Authors: Mohamad Taghi Toghraee; Mehran Rezvani; Mohammad Hassan Mobaraki; Jahangir Yadollahi Farsi

Addresses: Faculty of Excellent Research in Art and Entrepreneurship, Art University of Isfahan, Hakim Nezami, Isfahan, Iran ' Department of Entrepreneurship, University of Tehran, AmirAbad, Farshi Moghadam, Tehran, Iran ' Department of Entrepreneurship, University of Tehran, AmirAbad, Farshi Moghadam, Tehran, Iran ' Department of Entrepreneurship, University of Tehran, AmirAbad, Farshi Moghadam, Tehran, Iran

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.

DOI: 10.1504/IJMP.2018.095162

International Journal of Management Practice, 2018 Vol.11 No.4, pp.448 - 464

Received: 01 Feb 2017
Accepted: 05 Dec 2017

Published online: 02 Jul 2018 *

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