Utjecaj gerila marketinga na poslovanje institucija kulture

Pešić, Ena

master's thesis

Utjecaj gerila marketinga na poslovanje institucija kulture

Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. urn:nbn:hr:251:983648

Pešić, Ena

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

Cite this document

APA 6th Edition

Pešić, E. (2021). Utjecaj gerila marketinga na poslovanje institucija kulture (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:983648

MLA 8th Edition

Pešić, Ena. "Utjecaj gerila marketinga na poslovanje institucija kulture." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:983648

Chicago 17th Edition

Harvard

Pešić, E. (2021). 'Utjecaj gerila marketinga na poslovanje institucija kulture', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 14 January 2025, https://urn.nsk.hr/urn:nbn:hr:251:983648

Vancouver

Pešić E. Utjecaj gerila marketinga na poslovanje institucija kulture [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:251:983648

IEEE

E. Pešić, "Utjecaj gerila marketinga na poslovanje institucija kulture", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:251:983648

Cite this item: https://urn.nsk.hr/urn:nbn:hr:251:983648

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Metadata

Title	Utjecaj gerila marketinga na poslovanje institucija kulture
Title (english)	Impact of guerilla marketing on business of cultural instituions
Author	Ena Pešić
Mentor	Iva Buljubašić (mentor)
Granter	Josip Juraj Strossmayer University of Osijek Academy of Arts and Culture in Osijek Osijek
Defense date and country	2021-09-23, Croatia
Scientific / art field, discipline and subdiscipline	SOCIAL SCIENCES Economics
Abstract	Institucije kulture u povijesti se nisu trebale puno baviti marketingom i oglašavanjem. Tradicionalni marketing bio je sasvim dovoljan kako bi privukao publiku, zadržao ju i zadovoljio, no u današnje vrijeme kada ljudi imaju sve manje vremena i nebrojeno puno drugih načina zabave institucije kulture moraju prihvatiti nove, nekonvencionalne načine marketinga kako bi privukle publiku i ostvarile dobit. Kulturne institucije moraju aktivno pratiti određene čimbenike kao što su potrebe i želje publike, okolina, tržište na kojemu se institucija nalazi itd. kako bi mogla pratiti korak s ostalim institucijama te kako bi stvorila određenu konkurentsku prednost na tržištu. Sve to može postići implementirajući marketing koji je zanimljiv, neočekivan i drugačiji, a upravo gerilski marketing jedan je od primjera nekonvencionalnog načina oglašavanja koji bi institucijama kulture mogao priskrbiti novu publiku, sponzore, donatore, stvoriti brend od institucije i na kraju joj osigurati najveću moguću dobit uz što manje ulaganje.
Abstract (english)	Cultural institutions didn't use to deal with marketing and advertising as much. Traditional marketing was enough to attract, keep and satisfy the public. Nowadays people have less time and are offered a million other forms of entertainment. That is why cultural institutions have to accept new, unconventional types of marketing so as to attract the public and make profits. Cultural institutions have to take into consideration certain factors, such as the needs and wishes of the public, the environment, the market, etc. That is how cultural institutions keep up with other institutions and gain a competitive advantage on the market. That can be achieved by implementing interesting and unconventional marketing strategies, one of which is guerilla marketing. By implementing guerilla marketing, cultural institutions can attract the wider public, more sponsors and donors, create brand awareness, and, finally, secure huge profits without any major investment.
Keywords
Keywords (english)
Language	croatian
URN:NBN	urn:nbn:hr:251:983648
Study programme	Title: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science Course: Cultural Management Study programme type: university Study level: graduate Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra 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	2021-10-19 15:00:44