Utjecaj gerila marketinga na poslovanje institucija kulture

Bojčić, Valentina

undergraduate thesis

Utjecaj gerila marketinga na poslovanje institucija kulture

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. urn:nbn:hr:251:369272

Bojčić, Valentina

Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Cite this document

APA 6th Edition

Bojčić, V. (2020). Utjecaj gerila marketinga na poslovanje institucija kulture (Undergraduate thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:369272

MLA 8th Edition

Bojčić, Valentina. "Utjecaj gerila marketinga na poslovanje institucija kulture." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2020. https://urn.nsk.hr/urn:nbn:hr:251:369272

Chicago 17th Edition

Harvard

Bojčić, V. (2020). 'Utjecaj gerila marketinga na poslovanje institucija kulture', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 04 January 2025, https://urn.nsk.hr/urn:nbn:hr:251:369272

Vancouver

Bojčić V. Utjecaj gerila marketinga na poslovanje institucija kulture [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2020 [cited 2025 January 04] Available at: https://urn.nsk.hr/urn:nbn:hr:251:369272

IEEE

V. Bojčić, "Utjecaj gerila marketinga na poslovanje institucija kulture", Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:251:369272

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:369272

Please login to the repository to save this object to your list.

Metadata

Title	Utjecaj gerila marketinga na poslovanje institucija kulture
Title (english)	The influence of guerilla marketing on the operations of cultural institutions
Author	Valentina Bojčić
Mentor	Iva Buljubašić (mentor)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2020-09-21, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics Marketing
Abstract	Tema završnog rada je „Utjecaj gerila marketinga na poslovanje institucija kulture“. Gerila marketing predstavlja koncept marketinške strategije koja se bazira na nesvakidašnjim metodama promocije kako bi ostvarila maksimalni učinak s minimalnim financijskim ulaganjima. Razvoj marketinškog sektora te pojava novih marketinških strategija u svijetu ne prati njihovu implementaciju u institucijama kulture. Institucije kulture u Hrvatskoj, Europi i šire često još uvijek zadržavaju pasivne i tradicionalne marketinške programe u usporedbi s poslovanjima drugih tvrtki. Jedan od razloga za pasivnost marketinških programa institucija kulture je činjenica da je većina ovakvih institucija javna organizacija, ima manjak ulaganja te nije dovoljno orijentirana prema ostvarivanju profita. Kako je turizam jedan od najvažnijih ekonomskih sektora u Hrvatskoj, ne treba zaboraviti na važnost kulturnog turizma koji ima svoju ekonomsku važnost. Kako bi kulturne institucije iskoristile moć i financijske prednosti gerila marketinga važno je prepoznati njegove prednosti i prikazati model po kojem bi se mogli ravnati prilikom upotrebe nekonvencionalnih marketinških metoda.
Abstract (english)	The main purpose of this research is to show how coudl guerrilla marketing strategies improve the business quality of cultural institutions. Guerrilla marketing is a concept of marketing strategies based on unusual methods of promotion which are used in order to achieve maximum effect with minimal financial investment. The development of the marketing sector and the emergence of new marketing strategies in the world do not follow their implementation in cultural institutions. Cultural institutions in Croatia, Europe and beyond often still retain passive and traditional marketing programs compared to the other companies. One of the reasons for the passivity of marketing programs of cultural institutions is the fact that most of these institutions are public organizations. There is a lack of investment and institutions are not sufficiently oriented towards making a profit. As tourism is one of the most important economic sectors in Croatia, the importance of cultural tourism is often forgotten, which has its own economic importance. In order for cultural institutions to harness the power and financial benefits of guerrilla marketing, it is important to recognize its benefits and present a model by which they could be guided when using unconventional marketing methods.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:369272
Study programme	Title: University undergraduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science Course: Cultural Management Study programme type: university Study level: undergraduate Academic / professional title: sveučilišni/a prvostupnik/ prvo- stupnica (baccalaureus/ baccalaurea) kulturologije uz naznaku smjera (sveučilišni/a prvostupnik/ prvo- stupnica (baccalaureus/ baccalaurea) kulturologije uz naznaku smjera)
Type of resource	Text
File origin	Born digital
Access conditions	Open access
Terms of use
Repository	Repository of the Academy of Arts and Culture in Osijek
Created on	2021-02-10 11:43:59