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undergraduate thesis
Gerila marketing u sportu
2021. urn:nbn:hr:251:290884
Gelenčir, Ana
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Gelenčir, A. (2021). Gerila marketing u sportu (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:251:290884

Gelenčir, Ana. "Gerila marketing u sportu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:290884

Gelenčir, Ana. "Gerila marketing u sportu." Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2021. https://urn.nsk.hr/urn:nbn:hr:251:290884

Gelenčir, A. (2021). 'Gerila marketing u sportu', Undergraduate thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 18 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:290884

Gelenčir A. Gerila marketing u sportu [Undergraduate thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2021 [cited 2024 November 18] Available at: https://urn.nsk.hr/urn:nbn:hr:251:290884

A. Gelenčir, "Gerila marketing u sportu", Undergraduate 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:251:290884

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Metadata
TitleGerila marketing u sportu
Title (english)Guerrila marketing in sport
AuthorAna Gelenčir
MentorIva Buljubašić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-30, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Gerila marketing skup je marketinških strategija karakterističnim po minimalnim ulaganjima i nekonvencionalnim metodama oglašavanja koje u fokus stavljaju pojedinca i komunikaciju s kupcem. Takav oblik marketinga razvio se još osamdesetih godina prošlog stoljeća jer je došlo do zasićenja tradicionalnim oblicima marketinga. Gerila marketingom u početku su koristili mali i srednji poduzetnici jer takav način oglašavanja ne zahtjeva velika ulaganja, a danas ga primjenjuju i veliki poslovni subjekti. U ovom radu analizirana je primjena gerila metoda oglašavanja u sportu. Uzimajući u obzir posebnosti industrije sporta, analizirane su marketinške kampanje povezane sa sferom sporta, sportskih proizvoda i usluga te je opisano kako se gerila alati primjenjuju u promociji ovog tipa proizvoda.
Abstract (english)
Guerilla marketing is set of marketing strategies characterized by minimal investment, as well as unconventional advertising methods that focus on the individual and communication with the customer. This form of marketing was developed in the eighties of the last century because people got tired of traditional forms of marketing. Guerilla marketing was initially used by small and medium-sized businesses because this way of advertising does not require large investments, and today large corporations use it, as well. In this paper, the application of guerrilla advertising methods in sports is analyzed. Considering the specific nature of the sports industry, marketing campaigns related to the field of sports, sports products and services were analyzed, as well as described how guerrilla tools are used in the promotion of this type of product.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:290884
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsOpen access
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Created on2021-10-11 15:59:09