Marketing in culture : Final paper

Cilj ovog rada je informirati, analizirati te dati pregled o marketingu u kulturi s naglaskom na potencijale kulturnih institucija. Uz definiranje osnovnih pojmova marketinga i kulture, bit će navedeno zašto je kultura bitna u svakodnevnom životu te zbog čega dolazi do pada posjećenosti kulturnih događaja. Kulturne institucije iz godine u godinu bilježe pad broja posjetitelja te je bitno definirati problem koji je doveo do navedene situacije. Kulturne institucije trebaju sve više primjenjivati marketing kako bi mogle privući publiku koju je sve teže naći, a velik problem predstavlja i starenje publike. Obradom i analizom prikazani su podaci o elementima marketinškog miksa koji prate kulturne institucije kao što su kazališta, muzeji, knjižnice, arhivi i sl. Na temelju rezultata ponuđena su rješenja koja bi privukla sve više posjetitelja iz godine u godine. Korisnike je potrebno informirati i staviti u kontakt s kulturom kako bi se uklonile postojeće predrasude o kulturnim ustanovama poput kazališta, muzeja i sl. Primjenom marketinga u svim aspektima poslovanja u kulturnim institucijama povećava se mogućnost za poboljšanje i prepoznavanje kulture kao bitnog segmenta u svakodnevnom životu ljudi.The aim of this paper is to provide information, analyze and to give an overview about marketing in culture with an emphasis on the potential of cultural institutions. Along with defining the basic concepts of marketing and culture, this paper will explain why culture is important in everyday life and why the attendance of cultural events is decreasing. Cultural institutions are experiencing a year-by-year decrease in number of people visiting cultural events so it is of importance to define problem which brought to this situation. Cultural institutions should more and more apply marketing to attract audience which is nowadays harder to find. Great difficulty is also ageing audience. Processing and analyzing are showing marketing mix elements which follow cultural institutions such as theaters, museums, library, archives etc. On the basis of the results, there are offered solutions which would attract more and more visitors year after year. It is necessary to inform users and to get them in touch with culture with the intention of removing existing prejudices about cultural institutions such as theaters, museums etc. Applying marketing in all aspects of business in cultural institutions increases the possibility for improvement and recognition of culture as an essential segment in people's daily life