STUDY OF THE APPLICATIONS OF THE MARKETING MIX IN THE CULTURAL SECTOR IN BULGARIA

Authors

Keywords
marketing mix, cultural events, creative industries, event marketing, communications.

Summary
The management of cultural activities is an important issue in the increasingly rapidly developing cultural and creative sector. Part of the management of these activities is the application of relevant marketing concepts in the planning and organization of cultural events. In this regard, the goal of the current paper is to derive a marketing mix for the cultural sector and to research its application in the conduct of cultural events. The paper offers a theoretical analysis of various concepts and models for the marketing mix concept and the authors propose an adapted model of the mix, applicable to the cultural sector. The model has been tested using a specially developed methodology. Data have been collected and analysed for each of the elements of the proposed marketing mix and their constituent variables. The research was conducted for four consecutive years. Based on the results, guidelines have been presented for the planning and application of the elements of the marketing mix in the realization of a cultural event.

JEL: M11, M30, M31.
Pages: 29
Price: 1 Points

More titles

  • QUALITATIVE CHARACTERISTICS OF REGIONAL TAX FREEDOM

    This study examines the issues related to the theoretical foundations of the concepts of local own-source revenues, local tax and regional tax freedom and outlines the options for the allocation of taxing powers between the vertical levels of the public sector. It also derives criteria on the basis of which municipal taxes are classified into ...

  • TRANSFORMATION TO AGILE PROJECT MANAGEMENT – CHALLENGES FOR THE IT INDUSTRY

    The purpose of the paper is to analyze and critically evaluate the challenges facing the organizational migration from traditional to agile project management and to propose an organizational framework with conditions for a more successful transformation to Agile in the IT sector. The research thesis states that migrating from traditional to agile ...

  • TECHNOLOGIES IN SUPPORT OF REVENUE MANAGEMENT OF RESTAURANT BUSINESS

    The study examines issues related to the application of technological solutions in revenue management that help address the challenges and improve the opportunities of the restaurant business. The aim of the development is to systematize and present in a modern context applicable technologies supporting revenue management. The author's main thesis ...