Marketing as a Business Success Factor of Cultural Institutions

Marketing kao važna sastavnica gotovo svih današnjih poduzeća/ organizacija/ tvrtki/ institucija danas zauzima vrlo važno mjesto u poslovanju. Zašto je ovaj segment poslovanja važan te na koji ga način kulturne institucije primjenjuju, tema je ovog diplomskog rada. Fokus će najprije biti namnastanku i razvoju marketinga kao znanosti u prošlosti do danas, dakle bit će govora općenito o marketingu, a nakon toga naravno fokus prelazi na proizvode ustanova kulture te način promocije. Također, određen dio rada zauzima i planiranje marketinških strategija ustanova u kulturi kao i marketinški informacijski sustav. Rad će biti zaključen temom internetskog marketinga te anketom čiji će se podaci i znanja prikupiti putem ankete provedene među ustanovama kulture u nekoliko županije Slavonije. Cilj je istraživanja otkriti koriste li kulturne institucije i na koji način metode marketinga te pomažu li te metode pri povećanju broja posjetitelja.Marketing as an important part of almost all today's companies /organizations /institutions today occupies a very important place in business. Why this business segment is important and how cultural institutions apply it is the subject of this graduate thesis. The focus will be on the emergence and development of marketing as a science in the past to date, so there will be talk about marketing in general, and then of course the focus will shift to the products of the institution of culture and the way of promotion. Also, a certain part of the work involves the planning of marketing strategies of cultural institutions as well as the marketing information system. The paper will be concluded with the theme of internet marketing and a survey whose data and knowledge will be collected through surveys carried among cultural institutions in several Slavonia counties. The purpose of the research is to find out whether cultural institutions are using and how marketing methods are being used and whether these methods help to increase the number of visitors