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master's thesis
Storytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz
2019. urn:nbn:hr:251:205835
Ageljić, Ivana
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Ageljić, I. (2019). Storytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz (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:251:205835

Ageljić, Ivana. "Storytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:251:205835

Ageljić, Ivana. "Storytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:251:205835

Ageljić, I. (2019). 'Storytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 07 December 2024, https://urn.nsk.hr/urn:nbn:hr:251:205835

Ageljić I. Storytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2019 [cited 2024 December 07] Available at: https://urn.nsk.hr/urn:nbn:hr:251:205835

I. Ageljić, "Storytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:251:205835

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Metadata
TitleStorytelling kao marketinški alat u automobilskoj industriji; studija slučaja: Mercedes-Benz
Title (english)Storytelling as a marketing tool in automotive industry case study: Mercedes-Benz
AuthorIvana Ageljić
MentorIva Buljubašić (mentor)
Committee memberMarta Borić Cvenić (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberMarija Tolušić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2019-12-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Rad se bavi pojmom i ulogom storytellinga u marketingu s naglaskom na automobilskoj industriji. Od teorijskog dijela koji je ključan za shvaćanje važnosti storytellinga i kako storytelling nije pomodni novokreirani pojam bez ikakvog konkretno definiranog značenja, već alat kojim se čovječanstvo služi od davnina. Preko teorijske podloge i kriterija rad se proteže na konkretne primjere unutar automobilske industrije stavljajući fokus na primjere iz prakse jedne od najpoznatijih i najuspješnijih automobilskih kompanija današnjice, Mercedes-Benza. Komparativnom analizom te intervjuom s marketinškim stručnjakom donosi se jasan zaključak kako danas kada se prodaju iskustva, a ne proizvodi, ništa ne može proći bez dobrog starog storytellinga.
Abstract (english)
The paper deals with the concept and role of storytelling in marketing with an emphasis on the automotive industry. The theoretical part is crucial to understand the importance of storytelling and that storytelling is not a fashionable new term without any meaning but a tool humanity has been using since ancient times. Through theoretical examples and criteria, the work extends to concrete examples within the automotive industry, focusing on the examples from the practice of one of the most famous and successful automobile companies of our time, Mercedes-Benz. A comparative analysis and an interview with a marketing expert makes a clear conclusion that today, when the focus is on selling an experience and not a product, nothing can go without good, old storytelling.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:205835
Study programmeTitle: University graduate interdisciplinary study program in cultural studies; specializations in: Cultural Management, Media Culture, Librarian Science
Course: Media Culture
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra kulturologije uz naznaku smjera (magistar/magistra kulturologije uz naznaku smjera)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-02-07 10:33:08