A gestão de marketing de feiras criativas: o caso feira das Marias

Abstract

This research aims to analyze the marketing management strategies adopted by women entrepreneurs participating in a free and creative market, focusing on how marketing is organized both collectively and within individual businesses. The study follows a qualitative approach, based on semi-structured interviews with seven entrepreneurs from the Feira das Marias. The findings indicate that, although the participants do not have formal training in marketing, they develop intuitive and creative practices based on their personal experiences. The analysis was guided by the five elements of the marketing mix – the 5 P’s: place, product, price, people, and promotion. The results highlight the importance of creating engaging narratives to attract the public’s attention and strengthen the fair’s image. It also reveals the need for specific training in pricing strategies to improve business profitability. The physical structure of the fair, especially the use of stalls, plays a key role in attracting and converting customers. Moreover, strategic planning is essential to align the profile of the target audience with the products offered. In this context, the Feira das Marias stands out as a space of resistance, cultural expression, and innovation, where marketing is practiced through affective, identity-driven, and everyday actions. The study concludes that marketing management in this setting extends beyond product promotion, functioning as a tool for empowerment and the valorization of local culture. It suggests that support and training initiatives should respect and strengthen the knowledge already present in these creative territories.