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professional thesis
Brendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri
Zagreb: University of Zagreb, The Faculty of Political Science, 2021. urn:nbn:hr:114:593726
Bilandžija, Marina
University of Zagreb
The Faculty of Political Science

Institutional repository: FPSZG repository

Cite this document

Bilandžija, M. (2021). Brendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri (Professional thesis). Zagreb: University of Zagreb, The Faculty of Political Science. Retrieved from https://urn.nsk.hr/urn:nbn:hr:114:593726

Bilandžija, Marina. "Brendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri." Professional thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:593726

Bilandžija, Marina. "Brendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri." Professional thesis, University of Zagreb, The Faculty of Political Science, 2021. https://urn.nsk.hr/urn:nbn:hr:114:593726

Bilandžija, M. (2021). 'Brendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri', Professional thesis, University of Zagreb, The Faculty of Political Science, accessed 29 November 2024, https://urn.nsk.hr/urn:nbn:hr:114:593726

Bilandžija M. Brendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri [Professional thesis]. Zagreb: University of Zagreb, The Faculty of Political Science; 2021 [cited 2024 November 29] Available at: https://urn.nsk.hr/urn:nbn:hr:114:593726

M. Bilandžija, "Brendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri", Professional thesis, University of Zagreb, The Faculty of Political Science, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:114:593726

Metadata
TitleBrendiranje sajmova knjiga na primjerima lnterlibera i Sajma knjige u lstri
Title (english)Book fair branding thorugh examples of lnterliber and Book Fair(y) in lstria
AuthorMarina Bilandžija
MentorBožo Skoko (mentor)
GranterUniversity of Zagreb
The Faculty of Political Science
Zagreb
Defense date and country2021-12-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Political Science
Abstract
U Hrvatskoj se svake godine organiziraju različiti sajmovi knjiga, koji dodatno ožive nakladničku scenu bogatom ponudom knjiga i raznim književnim programima. Sve je više nakladnika svjesno o važnosti upravljanja nakladničkim brendom i kao takvi svake se godine pozicioniraju na sajmovima knjiga, koji nakladnicima omogućavaju predstavljanje nakladničke produkcije i komunikaciju sa čitateljima i kupcima. U radu su se definirali pojmovi brenda, brendiranja i brendiranja kulture radi razumijevanja veze između kulture, brendiranja sajmova i nakladništva. Cilj je ovog rada ispitati i utvrditi stavove vodećih ljudi u organizaciji sajmova knjiga na primjerima Interlibera i Sajma knjige u Istri kako bih došla do zaključka kakav je brend sajma knjige na hrvatskim primjerima ili kakav bi trebao biti kao važan pokretač nakladničkih aktivnosti, koji posjetiteljima omogućava novo iskustvo i povećava prodaju knjiga. Kako bih postigla ciljeve istraživanja, koristila sam metodu polustrukturiranog dubinskog intervjua, a za ispitanike sam izabrala šesnaest osoba koje su u svom području rada, povezanom uz kulturu, nakladništvo i organiziranje sajmova knjiga, vrsni znalci i profesionalci. Budući da su danas za pozicioniranje brendova, neizostavni i digitalni kanali, analizirala sam i sadržaj Sajma knjige u Istri na društvenim mrežama.
Abstract (english)
Numerous book fairs are organized in Croatia every year, bringing the publishing scene to life with a wide selection of books and various literary programs. More and more publishers realize the importance of managing a publishing brand and each year they position themselves as such at book fairs, which allow them to present publishing products and communicate with readers and customers. In this work, brand, branding and cultural branding are defined in order to understand the links between culture, fair branding and publishing. Furthermore, this work aims to examine and identify the views of the leading people in the organization of book fairs, in particular Interliber and Book Fair(y) in Istria, in order to determine what the book fair brand is like in Croatian examples or what it should be like as an important driver of publishing activities, providing visitors with a new experience and increasing book sales. In order to achieve the research goals, the method of semi-structured in-depth interview was used and sixteen respondents were chosen, all accomplished professionals and experts in their field related to culture, publishing and book fair organization. Since nowadays digital channels are indispensable for brand positioning, the social media content of the Book Fair(y) in Istria was analyzed as well.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:114:593726
Study programmeTitle: Public Relations
Study programme type: university
Study level: postgraduate specialist
Academic / professional title: sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću (sveučilišni/a specijalist/ specijalistica iz odnosa s javnošću)
Type of resourceText
File originBorn digital
Access conditionsClosed access
Terms of useLicence In copyright icon
Created on2022-02-10 15:12:11