Laments and serenades: relationship marketing and legitimation strategies for the cultural entrepreneur
نویسندگان
چکیده
منابع مشابه
Laments and Serenades: Relationship Marketing and Legitimation Strategies for the Cultural Entrepreneur Qualitative Market Research: An International Journal
This paper investigates how the marketing/entrepreneurship interface functions within the cultural sector. Specifically, the paper considers how cultural entrepreneurs in the music industry market not to customers, but to networks that control the resources necessary to support entrepreneurial ventures. Evidence is drawn from the qualitative research of a study on access to finance by owner-man...
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ژورنال
عنوان ژورنال: Qualitative Market Research: An International Journal
سال: 2004
ISSN: 1352-2752
DOI: 10.1108/13522750410540227