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Pregled bibliografske jedinice broj: 1207201

The Janus Face of Theatre: Marketing Analysis


Jukić, Dinko
The Janus Face of Theatre: Marketing Analysis // 27th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management / Gvozdenović, N. (ur.).
Subotica: Ekonomski fakultet Subotica ; Ekonomski institut Beograd, 2022. str. 419-427 doi:10.46541/978-86-7233-406-7_195 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)


CROSBI ID: 1207201 Za ispravke kontaktirajte CROSBI podršku putem web obrasca

Naslov
The Janus Face of Theatre: Marketing Analysis

Autori
Jukić, Dinko

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
27th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management / Gvozdenović, N. - Subotica : Ekonomski fakultet Subotica ; Ekonomski institut Beograd, 2022, 419-427

ISBN
978-86-7233-406-7

Skup
Strategizing in the time of Covid19 pandemic: continuity and improvement of business

Mjesto i datum
Subotica, Srbija, 20.5.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
brand, COVID-19, culture object, theatre, service

Sažetak
The paper researches and analyses the importance of theatre from the cultural, economic, and social aspects. It starts from an interdisciplinary analysis of cultural object and branding. Theatre is viewed from the aspects of art marketing, non- profit marketing, and service marketing. The impact of COVID-19 on theatre and the importance of culture in society is discussed. The building of the image of the theatre as a corporate and human brand is analysed. Theatre during the pandemic as well as the cultural needs of society are also discussed. The paper analyses the specificity of theatre as a cultural and non - profit organization in terms of marketing and discusses its position in society. The research is based on Kapferer’s theories of brand building and Griswold’s model of the cultural object. The purpose of this paper is to provide a better insight into theatre marketing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

Napomena
Conference Proceedings Citation (CPCI)



POVEZANOST RADA


Profili:

Avatar Url Dinko Jukić (autor)

Poveznice na cjeloviti tekst rada:

doi

Citiraj ovu publikaciju:

Jukić, Dinko
The Janus Face of Theatre: Marketing Analysis // 27th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management / Gvozdenović, N. (ur.).
Subotica: Ekonomski fakultet Subotica ; Ekonomski institut Beograd, 2022. str. 419-427 doi:10.46541/978-86-7233-406-7_195 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
Jukić, D. (2022) The Janus Face of Theatre: Marketing Analysis. U: Gvozdenović, N. (ur.)27th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management doi:10.46541/978-86-7233-406-7_195.
@article{article, author = {Juki\'{c}, Dinko}, editor = {Gvozdenovi\'{c}, N.}, year = {2022}, pages = {419-427}, DOI = {10.46541/978-86-7233-406-7\_195}, keywords = {brand, COVID-19, culture object, theatre, service}, doi = {10.46541/978-86-7233-406-7\_195}, isbn = {978-86-7233-406-7}, title = {The Janus Face of Theatre: Marketing Analysis}, keyword = {brand, COVID-19, culture object, theatre, service}, publisher = {Ekonomski fakultet Subotica ; Ekonomski institut Beograd}, publisherplace = {Subotica, Srbija} }
@article{article, author = {Juki\'{c}, Dinko}, editor = {Gvozdenovi\'{c}, N.}, year = {2022}, pages = {419-427}, DOI = {10.46541/978-86-7233-406-7\_195}, keywords = {brand, COVID-19, culture object, theatre, service}, doi = {10.46541/978-86-7233-406-7\_195}, isbn = {978-86-7233-406-7}, title = {The Janus Face of Theatre: Marketing Analysis}, keyword = {brand, COVID-19, culture object, theatre, service}, publisher = {Ekonomski fakultet Subotica ; Ekonomski institut Beograd}, publisherplace = {Subotica, Srbija} }

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