MANIFESTATION "IN THE WORLD OF FAIRY TALES OF IVANA BRLIĆ MAŽURANIĆ" IN THE FUNCTION OF TOURIST DEVELOPMENT OF THE CITY OF SLAVONSKI BROD

Ivana Brlić-Mažuranić je jedna od najvećih hrvatskih književnica koja je pisala za djecu. Iako nije rođena u Slavonskom Brodu, ovdje je napisala veći dio svojih pripovijetki. U spomen na nju u Slavonskom Brodu se od 1970. održava manifestacija „U svijetu bajki Ivane Brlić-Mažuranić“ s obiljem programa namijenjenih djeci. U radu se analizira marketing program manifestacije, uključujući osnovne i dodatne elemente marketing miksa, sve u cilju boljeg pozicioniranja Slavonskog Broda na turističkim tržištima kao „grada iz Ivaninih bajki“.Ivana Brlić-Mažuranić is one of the greatest Croatian writers of children's reading. Although she was not born in Slavonski Brod, she wrote most of her short stories here. In memory of her, the event "In the world of fairy tales by Ivana Brlić-Mažuranić" has been held in the city since 1970, and includes an abundance of programs intended for children. The paper analyzes the marketing program of the event, which represents a combination of basic and additional elements of the marketing mix, all in the function of better positioning of the city of Slavonski Brod in tourist markets as a "city from Ivana's fairy tales"