"1"^^ . . "[388E0D546088]" . "SK - Slovensk\u00E1 republika" . . "culture, art, marketing, marketing communication, marketing research"@en . "1"^^ . "Demographic an Behavioral Segmentation in Arts Marketing" . "Demographic an Behavioral Segmentation in Arts Marketing" . "68316" . . . . . . "1" . . "Demographic an Behavioral Segmentation in Arts Marketing"@en . "9"^^ . . "I" . "RIV/70883521:28130/13:43870545!RIV14-MSM-28130___" . . "JMM - Journal of Management and Marketing" . "28130" . . "Ba\u010Duv\u010D\u00EDk, Radim" . . "RIV/70883521:28130/13:43870545" . . . . "1339-4894" . "Although we often consider culture to have something to do with the spiritual side of a man and that it has a power to elevate him or her to higher levels of his or her own perfection, we can also think about the role of culture in society from a purely pragmatic position that the relationship of people to culture and cultural products is of a marketing nature, as the essence of marketing is a connection between the product and its target groups, in other words, between sellers and buyers. Every product, whether commercial or non-commercial, is interesting for any (albeit small) target group. Every target group not only has buying motivations, but it can also have some barriers to the product\u2019s consumption such as a barrier of time, information, space, or even of a will. Thus, marketing research plays a significant role in marketing as it can help to solve some of these problems. This study comments on the results of two marketing studies on the Czech Republic inhabitants\u2019 relationship to art and cultural products." . . "Although we often consider culture to have something to do with the spiritual side of a man and that it has a power to elevate him or her to higher levels of his or her own perfection, we can also think about the role of culture in society from a purely pragmatic position that the relationship of people to culture and cultural products is of a marketing nature, as the essence of marketing is a connection between the product and its target groups, in other words, between sellers and buyers. Every product, whether commercial or non-commercial, is interesting for any (albeit small) target group. Every target group not only has buying motivations, but it can also have some barriers to the product\u2019s consumption such as a barrier of time, information, space, or even of a will. Thus, marketing research plays a significant role in marketing as it can help to solve some of these problems. This study comments on the results of two marketing studies on the Czech Republic inhabitants\u2019 relationship to art and cultural products."@en . . "Demographic an Behavioral Segmentation in Arts Marketing"@en . "2013" .