| Abstract | Od industrijske revolucije na ovamo, svijet se razvija velikom brzinom, a svakodnevnom čovjeku, okupiranom poslom, obitelji, troškovima života, brigom o zdravlju, postaje preteško pratiti takav ritam. Brzina u postizanju što je moguće boljih rezultata prisutna je i u poslovnom svijetu. Međutim, dio ljudi razvio je svojevrstan otpor prema takvom načinu života. Rezultiralo je takozvanim Sporim pokretima poput spore hrane, sporog turizma ili sporih gradova, engl. Cittaslow. U konačnici se proširilo i na marketing, stvarajući jedan novi pravac, spori marketing. U cilju mu je maknuti fokus s ostvarivanje što je moguće većeg profita u što kraćem roku. Naglašava vrijeme i stvaranje dugoročnih odnosa s kupcima kao preduvjet za poslovni uspjeh. Osim što je prisutan u svijetu, načela sporog marketinga, bio poslovni svijet s njima u potpunosti upoznat ili ne, mogu se pronaći i u poslovanju pojedinih subjekata u Hrvatskoj. Jedan od njih je i istarski vinar Oliver Arman koji je osmislio posebno pakiranje za vino koje se otvara devedeset dana od kupnje. Njime želi prenijeti poruku kako je za stvaranje dobrog vina potrebno vrijeme, ali je jednako tako vrijeme, kojeg ponekad premalo cijenimo, potrebno i svima nama. Uz gospodina Olivera, spori marketing u svom poslovanju primjenjuje i gospodin Mladen Rožanić, vlasnik vinarije Roxanich, koji na vina gleda kao na 'živi' proizvod, kojemu najvažniju komponentu tijekom njegova razvojnog procesa, čini vrijeme. |
| Abstract (english) | Ever since the industrial revolution, the world has been moving at such a fast pace that it is becoming too difficult for everyday people, occupied with work, family, costs of living and health, to keep up. The rush to achieve the best possible results is also present in the business world. However, some people have developed a resistance to such a way of life. This resulted in movements like the Slow Movement or Slow Cities, also known as Cittaslow. Eventually it expanded into marketing, creating a new direction, slow marketing. The aim is to shift the focus from making as much profit as possible in the shortest possible time. It emphasizes time and creating long-term relationships with customers as a prerequisite for business success. In addition to being present in the world, the principles of slow marketing, whether the business world is fully aware of them or not, can also be found in the business of certain entities in Croatia. One of them is the Istrian winemaker Oliver Arman, who has designed a special packaging for wine that opens ninety days after purchase. He wants to convey the message that it takes time to make good wine, but just as much time, which we sometimes underestimate, is needed by all of us. Slow marketing is also implemented in the work of Roxanich Winery. Its owner, Mladen Rožanić describes wines as 'alive' products and time is the most important component in the wine development process. |
