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Explanation of the Best Marketing Pattern for Cultural Products and Services in Tehran Municipality (Passive Defense Approach)

Document Type : Original Article

Authors
Behnam Shakouri 1
Mohammad Mehdi Zolfagharzadeh Kermani 2
Majid Afsharirad 3
1 Ph.D. Graduate, Edalat University, Tehran, Iran
2 Associate Professor, University of Tehran, Tehran, Iran
3 Associate Professor, Kharazmi University, Tehran, Iran
10.22034/ispdrc.2022.702212
Abstract
The main objective of this paper is to conceptualize marketing strategies and models in cultural products
and services. This research has been carried out within the framework of a Qualitative/Quantitative
approach using the Grounded Theory and SEM Methods. Statistical population was all management,
strategies, marketing experts and University professors who has executive or academic experience about
cultural marketing. In qualitative research, the data were collected through open audiovisual recording
interviews (with 14 expert) and their content was transcribed. The interview data were analyzed in three
stages, including open, axial and selective coding steps, and categorized as concepts and themes. The
findings of study included five categories of causal conditions, intervening conditions, contextual
conditions, strategies and consequences that have been presented in the form of Strauss and Corbin’s
coded pattern. Then designed questionnaire and distribution between 212 experts in Tehran Municipality and analysis by
Amos software were done. All assumptions was confirmed and highlight role of Pricing, Branding,
Advertising, Customer Database and culture-building as strategies for having sustainable development,
expanding Iranian-Islamic culture and increase market share as a consequence designing the marketing
pattern for cultural products and services. 
Keywords
Marketing Pattern
Cultural Products and Services
Economics of Culture
Tehran Municipality
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