{"id":"https://openalex.org/W2109275486","doi":"https://doi.org/10.5539/ijbm.v6n8p230","title":"Marketing Mix Practices in the Cultural Industry","display_name":"Marketing Mix Practices in the Cultural Industry","publication_year":2011,"publication_date":"2011-08-01","ids":{"openalex":"https://openalex.org/W2109275486","doi":"https://doi.org/10.5539/ijbm.v6n8p230","mag":"2109275486"},"language":"en","primary_location":{"id":"doi:10.5539/ijbm.v6n8p230","doi":"https://doi.org/10.5539/ijbm.v6n8p230","is_oa":true,"landing_page_url":"https://doi.org/10.5539/ijbm.v6n8p230","pdf_url":"https://ccsenet.org/journal/index.php/ijbm/article/download/11574/8187","source":{"id":"https://openalex.org/S4210230633","display_name":"International Journal of Business and Management","issn_l":"1833-3850","issn":["1833-3850","1833-8119"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core"],"host_organization":"https://openalex.org/P4310322531","host_organization_name":"Canadian Center of Science and Education","host_organization_lineage":["https://openalex.org/P4310322531"],"host_organization_lineage_names":["Canadian Center of Science and Education"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Business and Management","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://ccsenet.org/journal/index.php/ijbm/article/download/11574/8187","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5020724857","display_name":"Ali Shahhosseini","orcid":"https://orcid.org/0009-0004-2157-7703","observed_orcids":["https://orcid.org/0009-0004-2157-7703"]},"institutions":[{"id":"https://openalex.org/I110525433","display_name":"Islamic Azad University, Tehran","ror":"https://ror.org/01kzn7k21","country_code":"IR","type":"education","lineage":["https://openalex.org/I110525433"]}],"countries":["IR"],"is_corresponding":true,"raw_author_name":"Ali Shahhosseini","raw_affiliation_strings":["Faculty of Management and Economics Science and Research Branch, Islamic Azad University, Tehran, Iran","cultural management and planning from Faculty of Management and Economics Science and Research Branch, Islamic Azad University, Tehran, Iran"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Management and Economics Science and Research Branch, Islamic Azad University, Tehran, Iran","institution_ids":["https://openalex.org/I110525433"]},{"raw_affiliation_string":"cultural management and planning from Faculty of Management and Economics Science and Research Branch, Islamic Azad University, Tehran, Iran","institution_ids":["https://openalex.org/I110525433"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5003642391","display_name":"Fateme Tohidy Ardahaey","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I110525433","display_name":"Islamic Azad University, Tehran","ror":"https://ror.org/01kzn7k21","country_code":"IR","type":"education","lineage":["https://openalex.org/I110525433"]}],"countries":["IR"],"is_corresponding":false,"raw_author_name":"Fateme Tohidy Ardahaey","raw_affiliation_strings":["Faculty of Management and Economics Science and Research Branch , Islamic Azad University , Tehran , Iran"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Management and Economics Science and Research Branch , Islamic Azad University , Tehran , Iran","institution_ids":["https://openalex.org/I110525433"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5020724857"],"corresponding_institution_ids":["https://openalex.org/I110525433"],"apc_list":null,"apc_paid":null,"fwci":0.9257,"has_fulltext":true,"cited_by_count":18,"citation_normalized_percentile":{"value":0.87605057,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":98},"biblio":{"volume":"6","issue":"8","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5687999725341797,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.5687999725341797,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.4047999978065491,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11410","display_name":"Cultural Industries and Urban Development","score":0.005100000184029341,"subfield":{"id":"https://openalex.org/subfields/3322","display_name":"Urban Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-mix","display_name":"marketing mix","score":0.9990000128746033},{"id":"https://openalex.org/keywords/cultural-industries","display_name":"cultural industries","score":0.9539999961853027},{"id":"https://openalex.org/keywords/cultural-marketing","display_name":"cultural marketing","score":0.7099999785423279},{"id":"https://openalex.org/keywords/product","display_name":"product","score":0.7540000081062317},{"id":"https://openalex.org/keywords/pricing","display_name":"pricing","score":0.8240000009536743},{"id":"https://openalex.org/keywords/distribution","display_name":"distribution","score":0.8989999890327454},{"id":"https://openalex.org/keywords/promotion","display_name":"promotion","score":0.9990000128746033},{"id":"https://openalex.org/keywords/cultural-consumers","display_name":"cultural consumers","score":0.9129999876022339},{"id":"https://openalex.org/keywords/consumer-preferences","display_name":"consumer preferences","score":0.652999997138977},{"id":"https://openalex.org/keywords/marketing-strategy","display_name":"marketing strategy","score":0.5009999871253967},{"id":"https://openalex.org/keywords/cultural-ecosystem-services","display_name":"cultural ecosystem services","score":0.39800000190734863}],"concepts":[{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.8035070896148682},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.7065538167953491},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5986651182174683},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.5578187108039856},{"id":"https://openalex.org/C26869875","wikidata":"https://www.wikidata.org/wiki/Q2596417","display_name":"Beneficiary","level":2,"score":0.5557582974433899},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.5216213464736938},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.4937628209590912},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.4535835385322571},{"id":"https://openalex.org/C200288055","wikidata":"https://www.wikidata.org/wiki/Q2621792","display_name":"Element (criminal law)","level":2,"score":0.43418222665786743},{"id":"https://openalex.org/C2119116","wikidata":"https://www.wikidata.org/wiki/Q7181","display_name":"Globalization","level":2,"score":0.4256901144981384},{"id":"https://openalex.org/C39453970","wikidata":"https://www.wikidata.org/wiki/Q7317267","display_name":"Return on marketing investment","level":3,"score":0.4120691418647766},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.16012874245643616},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.13017067313194275},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0},{"id":"https://openalex.org/C34447519","wikidata":"https://www.wikidata.org/wiki/Q179522","display_name":"Market economy","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.5539/ijbm.v6n8p230","doi":"https://doi.org/10.5539/ijbm.v6n8p230","is_oa":true,"landing_page_url":"https://doi.org/10.5539/ijbm.v6n8p230","pdf_url":"https://ccsenet.org/journal/index.php/ijbm/article/download/11574/8187","source":{"id":"https://openalex.org/S4210230633","display_name":"International Journal of Business and Management","issn_l":"1833-3850","issn":["1833-3850","1833-8119"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core"],"host_organization":"https://openalex.org/P4310322531","host_organization_name":"Canadian Center of Science and Education","host_organization_lineage":["https://openalex.org/P4310322531"],"host_organization_lineage_names":["Canadian Center of Science and Education"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Business and Management","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.5539/ijbm.v6n8p230","doi":"https://doi.org/10.5539/ijbm.v6n8p230","is_oa":true,"landing_page_url":"https://doi.org/10.5539/ijbm.v6n8p230","pdf_url":"https://ccsenet.org/journal/index.php/ijbm/article/download/11574/8187","source":{"id":"https://openalex.org/S4210230633","display_name":"International Journal of Business and Management","issn_l":"1833-3850","issn":["1833-3850","1833-8119"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core"],"host_organization":"https://openalex.org/P4310322531","host_organization_name":"Canadian Center of Science and Education","host_organization_lineage":["https://openalex.org/P4310322531"],"host_organization_lineage_names":["Canadian Center of Science and Education"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Business and Management","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2109275486.pdf","grobid_xml":"https://content.openalex.org/works/W2109275486.grobid-xml"},"referenced_works_count":24,"referenced_works":["https://openalex.org/W1487798881","https://openalex.org/W1492090231","https://openalex.org/W1597806340","https://openalex.org/W1966447478","https://openalex.org/W1973801865","https://openalex.org/W1981473803","https://openalex.org/W2027174413","https://openalex.org/W2043099389","https://openalex.org/W2043395798","https://openalex.org/W2047681930","https://openalex.org/W2075488796","https://openalex.org/W2076041129","https://openalex.org/W2076803565","https://openalex.org/W2099358844","https://openalex.org/W2102799135","https://openalex.org/W2106976816","https://openalex.org/W2120753320","https://openalex.org/W2289155035","https://openalex.org/W2324006955","https://openalex.org/W3007677591","https://openalex.org/W4300430402","https://openalex.org/W6629467220","https://openalex.org/W6669347492","https://openalex.org/W6678154449"],"related_works":["https://openalex.org/W4362694477","https://openalex.org/W297158147","https://openalex.org/W3159174141","https://openalex.org/W3207500780","https://openalex.org/W7216283777","https://openalex.org/W7133334172","https://openalex.org/W4285240106","https://openalex.org/W1574111582","https://openalex.org/W4386547301","https://openalex.org/W7139803678"],"abstract_inverted_index":{"This":[0],"research":[1],"studies":[2],"marketing":[3,27,82,127],"mix":[4,28],"and":[5,29,34,53,76,117],"its":[6,32,111],"elements":[7,33,112],"\u2013":[8],"especially":[9],"the":[10,19,24,38,44,49,60,71,93,97,108,122,130],"Four":[11],"Ps":[12],"including":[13],"product,":[14],"price,":[15],"place":[16],"andpromotion-":[17],"in":[18,36,59,65,88,96,113,129],"cultural":[20,47,52,66,73,89,115,131],"industry.":[21],"It":[22,78],"reviews":[23],"concept":[25],"of":[26,40,46,51,104,110],"deals":[30],"with":[31],"then,studies":[35],"brief":[37],"impact":[39],"each":[41],"element":[42],"on":[43],"success":[45],"industry.Since":[48],"development":[50],"art":[54],"activities":[55],"is":[56,79],"significantly":[57],"considered":[58],"globalization":[61],"process":[62],"today,marketing":[63],"managers":[64,128],"fields":[67,90],"should":[68],"investigate":[69],"deeply":[70],"target":[72],"consumers'":[74],"understanding,preferences":[75],"perception.":[77],"understandable":[80],"because":[81],"strategies":[83],"can":[84],"indeed":[85],"determine":[86],"appropriatestrategies":[87],"to":[91],"offer":[92],"best":[94],"services":[95],"most":[98],"beneficiary":[99],"way":[100],"for":[101,125],"both":[102],"parts":[103],"businesses.Hence,":[105],"taking":[106],"account":[107],"importance":[109],"absorbing":[114],"buyers":[116],"keeping":[118],"them":[119],"satisfiedshould":[120],"be":[121],"central":[123],"concern":[124],"all":[126],"market.":[132]},"counts_by_year":[{"year":2024,"cited_by_count":1},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":5},{"year":2021,"cited_by_count":3},{"year":2020,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2016,"cited_by_count":1},{"year":2015,"cited_by_count":3},{"year":2013,"cited_by_count":1}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2016-06-24T00:00:00"}