Factors Affecting the Marketing in Cultural Businesses (A Comparison of the Views of Executives and Academic Experts)
15 Pages Posted: 8 Aug 2010
Date Written: August 8, 2010
This study investigates the determinants and the factors influencing the marketing in trade of cultural products from the viewpoints of two groups of executive managers of cultural organizations and academic experts. It initially deals with some theories on trading of cultural goods and products and the classification of cultural products offered by UNESCO, and then according to the marketing model presented by Cutler, the viewpoints of viewpoints of two groups of executives and academic experts are compared on the important factors affecting the marketing of cultural businesses.
The results from the research showed that among the factors influencing the marketing of cultural products, from the viewpoints of the two groups, attractiveness of the products design, cultural services and atmospheres, the quality of cultural content, discovering cultural needs and demands and innovation and creativity in marketing of cultural businesses are of the highest importance.
Keywords: Cultural Businesses, Marketing in Cultural Businesses, University Experts, Executive Managers, Cultural Organizations
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