Pregled bibliografske jedinice broj: 692310
Varaždin Croatian brand
Varaždin Croatian brand // 30. mednarodna konferenca o razvoju organizacijskih znanosti / Ferjan, Marko ; Kljajić Borštnar, Mirjana ; Pucihar, Andreja (ur.).
Portorož: Moderna organizacija, 2011. str. 98-106 (predavanje, međunarodna recenzija, sažetak, znanstveni)
CROSBI ID: 692310 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Varaždin Croatian brand
Autori
Božić, Tomica ; Kozina, Goran ; Klopotan, Igor ; Klopotan, Tesa
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni
Izvornik
30. mednarodna konferenca o razvoju organizacijskih znanosti
/ Ferjan, Marko ; Kljajić Borštnar, Mirjana ; Pucihar, Andreja - Portorož : Moderna organizacija, 2011, 98-106
ISBN
978-961-232-246-5
Skup
Organizacija prihodnosti
Mjesto i datum
Portorož, Slovenija, 23.03.2011. - 25.03.2011
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
brand ; marketing ; tourism ; Varaždin
Sažetak
Through various development strategies Varazdin has tried to find its place on the global market, by looking for new investors and tourists, and by making Varazdin a desirable place to invest into and for life and work as well. In the theoretical part I have described which preconditions are required for the construction of a quality brand development strategy, such as ; an organic organization, democratic managers, organizational culture and quality employees. Through this the conditions for creativity and innovation are achieved, and only then the branding process can begin by creating a strategy of analysis, segmentation, positioning and marketing network. In the description of the town itself, the most attention was given to the historical heritage and culture of this region, while in the parts that were to follow I prooved or denied stated hypotheses by utilizing conducted research results, with the calculation of the tourist offer index and the calculation of the happiness index.
Izvorni jezik
Engleski
