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

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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

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

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

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 06 February 2025, https://urn.nsk.hr/urn:nbn:hr:251:983648

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 February 06] Available at: https://urn.nsk.hr/urn:nbn:hr:251:983648

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

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Metadata
TitleUtjecaj gerila marketinga na poslovanje institucija kulture
Title (english)Impact of guerilla marketing on business of cultural instituions
AuthorEna Pešić
MentorIva Buljubašić (mentor)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2021-09-23, 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)
Languagecroatian
URN:NBNurn:nbn:hr:251:983648
Study programmeTitle: 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 resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-10-19 15:00:44