Marketing v kulturi

delo diplomskega seminarja

Špela Fanedl (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

Diplomsko delo obsega področje marketinga v NPO na področju kulture. Teoretičen del obravnava, kaj sploh NPO so, njihove značilnosti, delitev in razliko med NPO in profitnimi organizacijami. Naslednje poglavje se nanaša na marketing NPO; kaj sploh marketing je, značilnosti marketinga NPO, problemi, ki se pojavljajo pri izvajanju marketinga v NPO ter pogoste kritike uporabe tega koncepta. Nato je predstavljen koncept marketing miksa naravni 4P na primeru NPO v kulturi. Empirične del zajema obravnavo štirih NPO na področju kulture v Mariboru, s pomočjo metode globinskega intervjuja. Obravnava posameznih organizacij zajema vse aktivnosti, ki se v teh organizacijah izvajajo in so vezane na njihove marketinške aktivnosti. Od preteklega delovanja, sedanjega delovanja, vizije za prihodnost, ki se nanaša predvsem na leto 2012, ko bo Maribor evropska prestolnica kulture.

Keywords

neprofitne organizacije;kultura;marketing;marketinški splet;prednost;kritika;

Data

Language:	Slovenian
Year of publishing:	2010
Source:	Maribor
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[Š. Fanedl]
UDC:	339.138:008
COBISS:	10464028
Views:	2017
Downloads:	215
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing in culture
Secondary abstract:	Paper refers on marketing in non- profit cultural organizations. Theoretical part deals with, what non- profit organizations are, their characteristics, classification and differences between non- profit and profit organizations. The next chapter refers on a marketing in non- profit organizations. Includes what marketing is, characteristics of marketing in non- profit organizations in the area of culture, problems that are encountered in the marketing implementation in those organizations and critics that are often mentioned. Marketing mix koncept is also presented on an example of non- profit cultural organizations in Maribor. Empirical part is dealing with four non-profit organizations in the area of culture in Maribor by the method of depth interviewing. Consideration of individual organizations covers all the activities that are perform in these organizations and all the activities that are linked to their marketing. From the previous operation, the current work, a vision for the future, which focuses on the year 2012 when the Maribor is going to be European capital of culture.
Secondary keywords:	non-profit organizations;private and public non-profit organizations;culture;marketing;marketing in non-profit organizations;strategic marketing;advantages and critics of marketing in culture;marketing mix.;
URN:	URN:SI:UM:
Type (COBISS):	Final seminar paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	49 str.
Keywords (UDC):	social sciences;družbene vede;economics;economic science;ekonomija;ekonomske vede;trade;commerce;international economic relations;world economy;trgovina;tržišče;marketing;general questions of trade and commerce;market;splošna vprašanja o trgovanju in trgovini;science and knowledge;organization;computer science;information;documentation;librarianship;institutions;publications;znanost in znanje;organizacije;informacije;dokumentacija;bibliotekarstvo;institucije;publikacije;prolegomena;fundamentals of knowledge and culture;propaedeutics;prolegomena;splošne osnove znanosti in kulture;civilization;culture;progress;civilizacija;kultura;napredek;
ID:	1002564