Strategic analysis of corporate marketing in culture management (CROSBI ID 661687)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Jukić, Dinko
engleski
Strategic analysis of corporate marketing in culture management
Postmodernism dictates the boundaries of culture that once perceived and imposes new insights. Adding a symbolic meaning to brands expands the understanding of cultural brands. The purpose of this paper is to analyze and discuss the strategic positioning of corporate marketing in segment of cultural management. Insights and reflections derived from corporate marketing and from the brand theory literature adopted in the paper. The paper analyzed three type of cultural segment: school, theater and museum. The behavior of employees is very important element in the expression of corporate identity. The paper compares all three segments of culture with Balmer and Aaker’s model. We describe a model for managing corporate brands, corporate identity, corporate image and corporate reputation. The paper draws on key literature relating to corporate marketing and marketing in culture. Main goal is broaden our understanding corporate branding using a model C2ITE, AC4ID Test and brand personality. Finally, we review corporate identity and image as key factor in building culture management. Ultimately, the culture brand is based on the essence of art, to the desired image that makes the vision of brand, that is, from a consumer perspective, a renaissance individual with a need for cultural brands.
corporate marketing, brand, identity, brand personality, culture management
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nije evidentirano
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Podaci o prilogu
437-445.
2018.
objavljeno
Podaci o matičnoj publikaciji
23th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management
Grubor, A.
Subotica: Ekonomski fakultet Subotica ; Ekonomski institut Beograd
978-86-7233-372-5
Podaci o skupu
Digital Business Transformation
predavanje
26.04.2018-27.04.2018
Subotica, Srbija