Pregled bibliografske jedinice broj: 937882
Strategic analysis of corporate marketing in culture management
Strategic analysis of corporate marketing in culture management // 23th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management / Grubor, A. (ur.).
Subotica: Ekonomski fakultet Subotica ; Ekonomski institut Beograd, 2018. str. 437-445 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
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Naslov
Strategic analysis of corporate marketing in culture management
Autori
Jukić, Dinko
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
23th International Scientific Conference Strategic Management and Decision Support Systems in Strategic Management
/ Grubor, A. - Subotica : Ekonomski fakultet Subotica ; Ekonomski institut Beograd, 2018, 437-445
ISBN
978-86-7233-372-5
Skup
Digital Business Transformation
Mjesto i datum
Subotica, Srbija, 26.04.2018. - 27.04.2018
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
corporate marketing, brand, identity, brand personality, culture management
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
