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master's thesis
Korištenje digitalnih marketinških alata u procesu brendiranja grada
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:415453
Perak, Iva
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

Cite this document

Perak, I. (2024). Korištenje digitalnih marketinških alata u procesu brendiranja grada (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:415453

Perak, Iva. "Korištenje digitalnih marketinških alata u procesu brendiranja grada." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:415453

Perak, Iva. "Korištenje digitalnih marketinških alata u procesu brendiranja grada." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:415453

Perak, I. (2024). 'Korištenje digitalnih marketinških alata u procesu brendiranja grada', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 September 2024, https://urn.nsk.hr/urn:nbn:hr:148:415453

Perak I. Korištenje digitalnih marketinških alata u procesu brendiranja grada [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2024 September 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:415453

I. Perak, "Korištenje digitalnih marketinških alata u procesu brendiranja grada", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:415453

Metadata
TitleKorištenje digitalnih marketinških alata u procesu brendiranja grada
Title (english)The usage of digital marketing tools in the process of city branding
AuthorIva Perak
MentorDubravka Sinčić (mentor)
Committee memberSunčana Piri Rajh (član povjerenstva)
Committee memberIrena Pandža Bajs (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2024-09-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Brendiranje gradova definira se kao izgradnja jedinstvenog identiteta mjesta koji nadilazi građansku svijest te korištenje tog identiteta za promicanje financijskih ulaganja, promjene ponašanja korisnika ili generiranje političkog kapitala. Brendiranje gradova postaje ne samo poželjno, već i nužno kako bi se osigurala njegova prepoznatljivost i konkurentnost na domaćem i inozemnom tržištu. Cilj ovoga rada bilo je ispitati korištenje digitalnih marketinških alata u procesu brendiranja gradova. Istraživanje je provedeno nad lokalnim čelnicima pet gradova Vukovarsko-srijemske županije – Ilok, Vukovar, Vinkovci, Županja i Otok. Glavna istraživačka metoda bio je intervju. Gradovi u VSŽ nemaju definirani plan brendiranja, turizam predstavlja glavni faktor u promociji gradova. Uz pomoć digitalnih alata, gradovi promoviraju svoje destinacije. Brendiranje gradova pomoću digitalnih marketinških alata predstavlja ključnu strategiju za gradove koji žele biti prepoznatljivi i konkurentni na globalnoj razini. Ulaganje u digitalne marketinške strategije omogućava gradovima da istaknu svoje jedinstvene vrijednosti i karakteristike, privuku nove prilike i osiguraju održivi rast i razvoj.
Abstract (english)
City branding is defined as the construction of a unique place identity that transcends civic awareness and the use of that identity to promote financial investments, change user behavior, or generate political capital. Branding of cities becomes not only desirable, but also necessary in order to ensure its recognition and competitiveness on the domestic and foreign markets. The aim of this work was to examine the use of digital marketing tools in the process of city branding. The research was conducted on the local leaders of five towns in the Vukovar-Srijem County - Ilok, Vukovar, Vinkovci, Županja and Otok. The main research method was the interview. Cities in VSŽ do not have a defined branding plan, tourism is the main factor in the promotion of cities. With the help of digital tools, cities promote their destinations. Branding cities using digital marketing tools is a key strategy for cities that want to be recognizable and competitive on a global level. Investing in digital marketing strategies enables cities to highlight their unique values and characteristics, attract new opportunities and ensure sustainable growth and development.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:415453
Study programmeTitle: Business economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2024-09-22 19:55:00