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master's thesis
Implementacija gerila marketinga u muzejskoj djelatnosti
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. urn:nbn:hr:251:228678
Karan, Sara
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

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Karan, S. (2022). Implementacija gerila marketinga u muzejskoj djelatnosti (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:251:228678

Karan, Sara. "Implementacija gerila marketinga u muzejskoj djelatnosti." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:228678

Karan, Sara. "Implementacija gerila marketinga u muzejskoj djelatnosti." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:228678

Karan, S. (2022). 'Implementacija gerila marketinga u muzejskoj djelatnosti', 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:251:228678

Karan S. Implementacija gerila marketinga u muzejskoj djelatnosti [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2022 [cited 2025 January 14] Available at: https://urn.nsk.hr/urn:nbn:hr:251:228678

S. Karan, "Implementacija gerila marketinga u muzejskoj djelatnosti", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:251:228678

Metadata
TitleImplementacija gerila marketinga u muzejskoj djelatnosti
Title (english)Implementation of guerrilla marketing in the museum activity
AuthorSara Karan
MentorIva Buljubašić (mentor)
Committee memberMarina Đukić (predsjednik povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
Committee memberTatjana Ileš (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2022-07-11, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
Donedavno su ljudi o marketingu razmišljali jedino u kontekstu oglašavanja, a shodno tomu tradicionalne metode oglašavanja bile su dovoljne. Kako su potrošači s vremenom počeli biti bombardirani s mnoštvom reklama koje su napravljene prema istom principu, pojedini marketinški stručnjaci uvidjeli su da je vrijeme za promjenu i diferencijaciju. Sve češće se počinje prakticirati gerila marketing koji na neočekivane i neuobičajene načine privlači pažnju potrošača mnogo više nego tradicionalni marketing. Zahvaljujući svojim upečatljivim metodama, kampanje gerila marketinga uspješno se provode i na području kulture. Takve se kampanje posebno uspješno provode među Generacijom Y i Generacijom Z, čije je pripadnike u današnje vrijeme teško impresionirati. S tim na umu, provedeno je istraživanje kojim se nastojalo utvrditi koliko su ljudi zapravo upoznati s pojmom gerila marketinga, da li on uistinu više privlači pažnju potrošača za razliku od tradicionalnog marketinga te može li se takav oblik oglašavanja implementirati u kulturne institucije, odnosno u ovom slučaju u muzeje.
Abstract (english)
Until recently, people thought about marketing only in the context of advertising, and consequently traditional methods of advertising were sufficient. As consumers over time began to be bombarded with a multitude of advertisements made according to the same principle, some marketing experts realized that it was time for change and differentiation. Increasingly, guerrilla marketing is beginning to be practiced, which unexpectedly and unusually attracts the attention of consumers much more than traditional marketing. Thanks to their striking methods, guerrilla marketing campaigns are also successfully implemented in the field of culture. Such campaigns are particularly successful between Generation Y and Generation Z, whose members are hard to impress these days. With this in mind, a study was conducted to determine how familiar people are with the concept of guerrilla marketing, whether it really attracts more attention than traditional marketing and whether this form of advertising can be implemented in cultural institutions, ie in this case in museums.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:228678
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-06-28 15:31:46