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EMAC 2020 Regional Conference

Insights into managing marketing mix: The perspective of artist-entrepreneur

Published: September 16, 2020


Tanja Komarac, University of Zagreb, Faculty of Economics & Business; Braslav Bradić, University of Zagreb


marketing mix; artist-entrepreneur; qualitative research


The paper explores artist-entrepreneur’s opinions about the elements of the marketing mix of cultural product. Artists-entrepreneurs are professionals who manage their art business independently and require artistic and entrepreneurial knowledge. A qualitative study on the sample of ten artists-entrepreneurs was conducted to reveal their opinions and practices in managing a marketing mix. Results showed that artist-entrepreneurs perceive marketing only as a promotion. Also, they consider their artworks as cultural products. However, they believe that the price differs drastically because of the degree of intangibility for some cultural products. Networking, WOM, and social media are the most important promotional tools for artists. Distribution takes form of a live performance or product is delivered personally. Artist-entrepreneurs stressed the need for more business education in art schools.