The influence of guerilla marketing on the operations of cultural institutions

Tema završnog rada je „Utjecaj gerila marketinga na poslovanje institucija kulture“. Gerila marketing predstavlja koncept marketinške strategije koja se bazira na nesvakidašnjim metodama promocije kako bi ostvarila maksimalni učinak s minimalnim financijskim ulaganjima. Razvoj marketinškog sektora te pojava novih marketinških strategija u svijetu ne prati njihovu implementaciju u institucijama kulture. Institucije kulture u Hrvatskoj, Europi i šire često još uvijek zadržavaju pasivne i tradicionalne marketinške programe u usporedbi s poslovanjima drugih tvrtki. Jedan od razloga za pasivnost marketinških programa institucija kulture je činjenica da je većina ovakvih institucija javna organizacija, ima manjak ulaganja te nije dovoljno orijentirana prema ostvarivanju profita. Kako je turizam jedan od najvažnijih ekonomskih sektora u Hrvatskoj, ne treba zaboraviti na važnost kulturnog turizma koji ima svoju ekonomsku važnost. Kako bi kulturne institucije iskoristile moć i financijske prednosti gerila marketinga važno je prepoznati njegove prednosti i prikazati model po kojem bi se mogli ravnati prilikom upotrebe nekonvencionalnih marketinških metoda.The main purpose of this research is to show how coudl guerrilla marketing strategies improve the business quality of cultural institutions. Guerrilla marketing is a concept of marketing strategies based on unusual methods of promotion which are used in order to achieve maximum effect with minimal financial investment. The development of the marketing sector and the emergence of new marketing strategies in the world do not follow their implementation in cultural institutions. Cultural institutions in Croatia, Europe and beyond often still retain passive and traditional marketing programs compared to the other companies. One of the reasons for the passivity of marketing programs of cultural institutions is the fact that most of these institutions are public organizations. There is a lack of investment and institutions are not sufficiently oriented towards making a profit. As tourism is one of the most important economic sectors in Croatia, the importance of cultural tourism is often forgotten, which has its own economic importance. In order for cultural institutions to harness the power and financial benefits of guerrilla marketing, it is important to recognize its benefits and present a model by which they could be guided when using unconventional marketing methods