engleski

Arts and Cultural Marketing – Croatian Theoretical and Practical Experiences

This paper examines the role of arts and culture marketing in the Republic of Croatia. The present study has two objectives: the first one is to analyze the status of the existent theoretical basis and then empirically establish the arts and cultural marketing’ s implementation degree or a failure to be implemented in the Republic of Croatia, while the second one is to establish how to impact its implementation in the Croatian circumstances in an accelerated mode. Contermporary tendencies in the developed market economies have demonstrated that various foundations, donations, economic entities’ sponsorships (cause-related marketing) and individuals are the ampliest financing sources. Inter alia, all of that circumstantiates the way of arts and cultural marketing’ s incorporation into the quotidian arts and cultural organizations’ practice, as an art and cultural management component in the Republic of Croatia.

arts and cultural product; Croatia; marketing; nonprofit marketing

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