Identifying the dimensions and components of marketing strategies and explaining their relationships through a causal cognitive mapping approach at the Institute of Artistic Creations of Astan Quds Razavi

Ebrahimnezhad, Nafiseh; Ghayour Baghbani, Seyed Morteza; Rojuee, Morteza; Jafari Titkanloo, Saeed

doi:10.22034/farzv.2025.504102.2071

Identifying the dimensions and components of marketing strategies and explaining their relationships through a causal cognitive mapping approach at the Institute of Artistic Creations of Astan Quds Razavi

Articles in Press

Document Type : Original Article

Authors

Nafiseh Ebrahimnezhad ¹

Seyed morteza Ghayour baghbani ²

Morteza Rojuee ³

saeed jafari titkanloo ⁴

¹ PhD student in Business Administration with a concentration in Strategic Management at Imam Reza University.

² Assistant Professor, Faculty of Management and Accounting, Imamreza International University.

³ Associate professor, Department of Management, Faculty of Administrative Sciences, Imam Reza International University.

⁴ Assistant Professor, Department of Management, Faculty of Administrative Sciences, Imam Reza International University

https://doi.org/10.22034/farzv.2025.504102.2071

Abstract

Abstract
Cultural and artistic industries, due to their impact on cultural identity and their crucial role in the creative economy, require effective marketing strategies. Despite the significance of this field, limited research has focused on identifying the dimensions and components of marketing strategies in these industries. Therefore, the main question of this study is: What are the dimensions and components of marketing strategies in the Astan Quds Razavi Institute of Artistic Creations, and how are the relationships between these dimensions structured. This qualitative research was conducted using thematic analysis through coding and causal cognitive mapping with the UCINET software. In the first phase, a review of relevant academic articles from the past ten years was conducted, leading to the selection of 60 articles. Then, in-depth interviews were conducted with eight experts from the institute using purposive sampling. Finally, causal cognitive mapping was employed to explain the relationships among the identified components.The findings revealed a total of 170 basic themes and 40 organizing themes. The marketing strategies at the Astan Quds Razavi Institute of Artistic Creations encompass seven overarching themes: environmental analysis, market segmentation, positioning, targeting, product, pricing, and advertising. Additionally, the relationships among these variables indicate that marketing strategy dimensions are not only significant independently but also interact dynamically, forming a comprehensive and interconnected system. Among them, targeting and environmental analysis have the greatest impact.The proposed model can serve as an effective tool for enhancing marketing efforts in cultural and artistic industries, strengthening the institute’s competitive position in the market.

Keywords

Marketing strategies

environmental analysis

market segmentation

targeting

cultural and artistic industries

Subjects