Naslov
Strategic Analysis of Corporate Marketing in Culture Management

Autori
Jukić, Dinko

Izvornik
Strategic Management: International Journal of Strategic Management and Decision Support Systems in Strategic Management (1821-3448) 24 (2019), 1; 10-18

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

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 analyse 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 are adopted in the paper. Author of the paper analysed three type of cultural segment: school, theatre and museum. The behaviour of employees is very important element in the expression of corporate identity. In this paper, we 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. Author of the paper draws on key literature relating to corporate marketing and marketing in culture. Main goal is to 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, Interdisciplinarne društvene znanosti

POVEZANOST RADA