THE IMPACT OF GUERRILLA MARKETING ON THEATRE PRACTICES IN THE REPUBLIC OF CROATIA

Ovim radom ukazuje se na formu i principe gerila marketinga te na njegovu prisutnost i povezanost sa kulturom i kulturnim institucijama odnosno kazalištima na području Republike Hrvatske. Gerila marketing predstavlja novi koncept u sferi oglašavanja i marketinških aktivnosti od 20. stoljeća do danas. Svojim je djelovanjem označio promjenu paradigme marketinga kroz efikasnost te efektivnost u odsustvu značajnije sume kapitala i dao snagu malim tvrtkama, ali čak i onima koji su već svoju tržišnu dominaciju uspostavili. Samim time proširio se i na kulturu i kulturne institucije te se ondje i udomaćio. Stoga ovaj rad, u svojoj suštini, razmatra i izdvaja vrste gerila marketinga te opisuje povezanost i povlači paralelu s marketinškim aktivnostima i metodama prisutnima u gradskim kazalištima Republike Hrvatske Naglasak rada stavljen je više na predstavljanje i analizu marketinških metoda i aktivnost gradskih kazališta uz osvrt na povezanost sa gerila marketingom. Rad je koncipiran u nekoliko cjelina. U uvodu je ukratko opisani početni principi gerila marketinga te je naglašena povezanost s kulturom odnosno kazališnom praksom. Druga cjelina definira povijest gerila marketinga, dok se treća osvrće na pojam gerila marketinga uz razlike u okviru tradicionalnog marketinga. Četvrta cjelina predstavlja i opisuje vrste gerila marketinga dok peta tematizira o učincima gerila marketinga. Šesta cjelina predstavlja i donosi analizu kazališta te njihovih marketinških metoda i aktivnosti u okviru pripadajućih regija u kojima su kazališta raspoređena. Sedma cjelina osvrće se glavne točke rada, rezimira te zaključuje cjelokupni rad.This paper points to the forms and principles of guerrilla marketing as well as its presence and connection to the culture and the cultural institutions situated in Croatia. Guerrilla marketing represents a new advertising concept that dates back to the late twentieth century and lasts still to this day. Its impact marked a paradigm shift in relation to a larger deficit of monetary funds and gave power to smaller companies and even to those big ones that have already established their market dominance. By doing so, it became a way of living even in culture and cultural institutions such as theatres. Thus this paper focuses, in its core, considers and points out the types of guerrilla marketing by describing and drawing a parallel with marketing activities and methods contained in urban theatres across the regions of Croatia. The emphasis of the paper rests upon the presentation and analysis of marketing methods and activities of the urban theatres in regards to the connection with guerrilla marketing. The paper consists of several parts. The introduction briefly describes the initial principles of guerrilla marketing and also puts an emphasis on the connection between it and theatre practices. The second part defines the history of guerrilla marketing while the third one explains the meaning that lies behind the term „guerrilla marketing“ in regards to its differences with the traditional marketing. The fourth part describes the types of guerrila marketing, while the fifth debates about its effects. The sixth part presents and gives a detailed analysis of the aformentioned theatres and their marketing methods and activities in regards to their positioning in their respective regions. The seventh part reflects upon the focal points of this paper, while summarizing and concluding the entire paper