The Janus Face of Theatre: Marketing Analysis (CROSBI ID 721083)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Jukić, Dinko
engleski
The Janus Face of Theatre: Marketing Analysis
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.
brand, COVID-19, culture object, theatre, service
Conference Proceedings Citation (CPCI)
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Podaci o prilogu
419-427.
2022.
objavljeno
10.46541/978-86-7233-406-7_195
Podaci o matičnoj publikaciji
Gvozdenović, N.
Subotica: Ekonomski fakultet Subotica ; Ekonomski institut Beograd
978-86-7233-406-7
Podaci o skupu
26th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management (SM 2021)
predavanje
20.05.2022-20.05.2022
Subotica, Srbija