Factors influencing the implementation of unconventional marketing in cultural institutions – evidence from Croatia

• Published in: Scientific Annals of Economics and Business Vol. 63; no. 2; pp. 247 - 272
• Main Authors: Buljubašić, Iva, Ham, Marija, Pap, Ana
• Format: Journal Article
• Language: English
• Published: Editura Universităţii »Alexandru Ioan Cuza« din Iaşi 01.06.2016; The Publishing House of the Alexandru Ioan Cuza University of Iasi; De Gruyter Open; Editura Universităţii „Alexandru Ioan Cuza” din Iaşi / Alexandru Ioan Cuza University of Iasi Publishing house
• Subjects: Business Economy / Management; cultural institutions; Economic development; guerrilla marketing; Marketing / Advertising; marketing in culture; National Economy; Theatre, Dance, Performing Arts; unconventional marketing; cultural institutions; marketing in culture; guerrilla marketing; unconventional marketing
• ISSN: 2501-1960; 2501-3165
• DOI: 10.1515/saeb-2016-0120

Unconventional marketing has the potential to contribute not only to the well-being of culturalinstitutions but also to the society by raising its general cultural level and fostering economic growthbased on creative industries. This paper contributes to the theoretical explanation and understandingof the unconventional marketing approach by providing an overview of literature, a developed modelof 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 objectivewas to contribute to identifying and understanding the factors that influence unconventional marketingas well as the potential for applying unconventional marketing in cultural institutions. Research waslimited to three types of cultural institutions (theatres, museums and galleries) and it was conductedon a sample of 244 institutions by using a highly structured online questionnaire.