| Abstract [eng] |
ZAKAREVIČIŪTĖ, Raimonda. (2011) Marketing Decisions of a Creative Organization, Determining the Formation of Consumer Culture. MBA* Graduation Paper. Kaunas: Kaunas Faculty of Humanities, Vilnius University. 118 p. According to most famous business and culture researches, creative organizations are ones of the most important and promising branches of economy. Last year art and culture was changing very rapidly because of the pace of globalization, the need of creative employees, the boom of intellectual property, leisure and the change of consumption. The influence of creative organizations is becoming more and more important because of their influence to the modern economy. Consumer culture is another very important ant influential factor to decisions made by the society. The objective of the work: the influence of creative organization to consumer culture. The goal of the work: to research marketing decisions of a creative organization, determining the formation of consumer culture. Therefore the tasks of the work are: analyze the principles of creative organizations activity; discuss the characteristics of marketing in creative organizations; analyze the factor of consumer culture to consumer behavior; analyze the Theory of Consumer Culture; develop a model of creative organizations marketing impact to consumer culture; investigate the significance of creative organization marketing decisions to consumer culture. The results of the study shows that creative organizations are companies that provide services of product based on creative skills and talents of their employees; consumer culture is a widely comprehended phenomenon which includes everything from tradition, customs and language to economy and politics. According to the work and research creative organization marketing is based on a scheme where consumer needs and the creative ambition of the organization is kept in balance. To achieve this the company has to follow strategic marketing, 7 P’s marketing complex elements and relationship marketing. The research in "Domino" theatre has shown that the supply of creative products is changing the elements of consumer culture - communication, lifestyle, ideas, symbols, social life, economy and even politics. The consumer research showed that the awareness of creative organizations in on average level to the consumers. According to the research, the repertoire of the "Domino" theatre is based on consumer behavior, their tastes and opinions, company's commercial aspirations. The respondents state that consumer culture aspects that are mostly influenced by creative organizations marketing are these: consumer thoughtfulness, knowledge and communication, subcultures, communication patterns, ideas, education. Creative organizations greatly influences the development of consumer culture. Work consists of 118 pages, 5 tables, 19 images and 9 annexes. |
