Advances in Economics and Business Vol. 3(4), pp. 119 - 123
DOI: 10.13189/aeb.2015.030401
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The Role of the Product as an Element of Marketing Mix in the Field of Culture


Tatiana Golubkova *, Alla Iljina
European Business School, Baltic International Academy, Latvia

ABSTRACT

The article considers the issues of definition of the cultural product as an element in the marketing mix. During the analysis of a number of definitions which give to the cultural product the modern researches, as well as its systemization, the authors suggest those basic categories of the classification of cultural product which according to their opinion have the most significant value in the terms of marketing.

KEYWORDS
Cultural Product, The Classification of the Product, Goods, Services, The Form of Consumption

Cite this paper
Tatiana Golubkova , Alla Iljina . "The Role of the Product as an Element of Marketing Mix in the Field of Culture." Advances in Economics and Business 3.4 (2015) 119 - 123. doi: 10.13189/aeb.2015.030401.