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Marketing Mix Practices in the Cultural Industry

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Author(s): Ali Shahhosseini | Fateme Tohidy Ardahaey

Journal: International Journal of Business and Management
ISSN 1833-3850

Volume: 6;
Issue: 8;
Date: 2011;
Original page

ABSTRACT
This research studies marketing mix and its elements – especially the Four Ps including product, price, place andpromotion- in the cultural industry. It reviews the concept of marketing mix and deals with its elements and then,studies in brief the impact of each element on the success of cultural industry.Since the development of cultural and art activities is significantly considered in the globalization process today,marketing managers in cultural fields should investigate deeply the target cultural consumers' understanding,preferences and perception. It is understandable because marketing strategies can indeed determine appropriatestrategies in cultural fields to offer the best services in the most beneficiary way for both parts of businesses.Hence, taking account the importance of its elements in absorbing cultural buyers and keeping them satisfiedshould be the central concern for all marketing managers in the cultural market.
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Tango Rapperswil
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