Factors influencing the implementation of unconventional marketing in cultural institutions : evidence from Croatia
Year of publication: |
2016
|
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Authors: | Buljubas̆ićm, Iva ; Ham, Marija ; Pap, Ana |
Published in: |
Scientific Annals of Economics and Business. - Iaşi : Editura Universitǎtii Alexandru Ioan Cuza, ISSN 2501-1960, ZDB-ID 2892946-9. - Vol. 63.2016, 2, p. 247-272
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Subject: | marketing in culture | cultural institutions | unconvential marketing | guerrilla marketing | Kroatien | Croatia | Kultur | Culture | Institutionenökonomik | Institutional economics | Marketingmanagement | Marketing management | Marketing | Kultursektor | Cultural sector |
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