Naslov
PROMOTION OF READING AND BOOKS AS A SOCIAL MARKETING ACTIVITY IN DEVELOPED COUNTRIES AND THE REPUBLIC OF CROATIA

Autori
Martinović, Maja ; Vranešević, Tihomir

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

Izvornik
'An Enterprise Odyssey: Building Competitive Advantage' / Galetić, Lovorka - Zagreb : Sveučilište u Zagrebu, 2004, 1786-1797

ISBN
953-6025-10-8

Skup
2nd International Conference 'An Enterprise Odyssey: Building Competitive Advantage'

Mjesto i datum
Zagreb, Hrvatska, 17.06.2004. - 19.06.2004

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
promotion ; reading ; books ; research ; social marketing

Sažetak
The goal of this research was to identify the methods by which the developed countries of the world and also the Republic of Croatia implement specific campaigns to promote reading and books, using secondary sources of data. In order to identify all the marketing activities related to the promotion of reading and books in Croatia, the attitudes of the Croatian population toward the reading of books, and the significance of the reading of books together with the promotion of the reading books, a survey was performed on a sample of subjects for the purpose of gathering primary data.On the basis of the secondary sources, it was shown that the campaigns in developed countries most often employ top athletes and other well-known persons from public or political life, and are organized on the nationwide level with significant marketing support. In these projects for promoting the culture of reading, institutions engaged are those that preserve books, present them to the public and popularize them, such as libraries, bookstores, various educational, cultural and nonprofit organizations, publishers etc. In Croatia, a traditional annual cultural event, Croatian Book Month, involves librarians, publishers, cultural and public figures, and the readers of books. This event takes place under the auspices of the Ministry of Culture and its goal is to promote Croatian books and reading. This year, 180 libraries throughout Croatia participated with over 2, 000 programs. In an attempt to determine how much is known in Croatia about this and similar projects, a survey was conducted on a sample of 500 selected subjects using a questionnaire. The survey was conducted for two weeks in November 2003, during the Croatian Book Month and the largest Croatian book fair, Interliber. Nevertheless, the results show that the majority of the subjects are unaware of the existence of any specific activity whatsoever in connection with the promotion of reading and books. Nearly all the subjects think that Croatians do not read books sufficiently, most often citing the reasons that Croatians do not have the habit of reading books and are more interested in other media. Also, nearly all of the subjects think that reading books 1786 has an effect on the general educational level and raising the cultural level of the population, that too little is done in Croatia regarding the promotion of reading and books, and that it would be useful to organize a campaign with this goal. The promotion of reading and books is of primary interest to a society. In more developed cultures, it has been shown that the society establishes special institutional forms within which this process takes place with greater intensity. Under circumstances where the greatest number of the inhabitants of Croatia have not developed a suitable culture or habit of reading books, it should not be assumed that such an important matter will regulate itself and a satisfactory level of reading will occur automatically. It is necessary to work on systematically widening the circle of readers via various marketing media and activities modeled on examples from the developed countries of the world.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA