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Factors Influencing The Implementation Of Unconventional Marketing In Cultural Institutions €“ Evidence From Croatia

Author

Listed:
  • Iva BULJUBAÅ IĆ
  • Marija HAM
  • Ana PAP

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. JEL Codes - M31

Suggested Citation

  • Iva BULJUBAÅ IĆ & Marija HAM & Ana PAP, 2016. "Factors Influencing The Implementation Of Unconventional Marketing In Cultural Institutions €“ Evidence From Croatia," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 63(2), pages 247-272, July.
    • Handle: RePEc:aic:saebjn:v:63:y:2016:i:2:p:247-272:n:35
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    File URL: http://saeb.feaa.uaic.ro/index.php/saeb/article/view/1017
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    References listed on IDEAS

    as
    1. Yüksekbilgili, Zeki, 2014. "The Use of Guerilla Marketing In SMEs," MPRA Paper 54385, University Library of Munich, Germany.
    2. Canan Ay & Pinar Aytekin & Sinan Nardali, 2010. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising," American Journal of Economics and Business Administration, Science Publications, vol. 2(3), pages 280-286, September.
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    More about this item

    Keywords

    marketing in culture; cultural institutions; unconventional marketing; guerrilla marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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