Implementacija marketinga u nakladništvo

master's thesis

• Author: Silvija Gašparić
• Mentor: Suzana Pasanec Preprotić (mentor)
• Committee member: Branka Lajić (član povjerenstva)
• Committee member: Suzana Pasanec Preprotić (član povjerenstva)
• Committee member: Dubravko Banić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Graphic Arts; Zagreb
• Defense date and country: 2017-9-28, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Graphic Technology

Abstract

U današnjem turbulentnom tržišnom natjecanju marketing se smatra najvažnijom

poslovnom funkcijom. Ovim radom naglašava se važnost marketinga u nakladništvu kao

ključnog segmenta pri stvaranju i distribuciji nakladničkog proizvoda. Istraživanjem i

analizom hrvatskog knjižnog nakladništva, njegove strategije i provedbe marketinških

aktivnosti te usporedbom sa stranim nakladničkim kućama, sagledat će se stanje

hrvatskog knjižnog nakladništva – njegove prednosti i mane. S obzirom na provedenu

analizu, na jednom konkretnom primjeru neobjavljene knjige poezije, bit će dan prijedlog

prikladnih marketinških aktivnosti s posebnim naglaskom na sinergiju grafičkog

oblikovanja i marketinga prilikom projektiranja samog proizvoda. Za potrebe istraživanja

neobjavljenoj knjizi poezije dati će se konačni izgled. Nakon izrade prijeloma, velika

važnost pridat će se vanjskom izgledu knjige – koricama. Uz nekoliko različitih verzija

klasičnog oblika knjige bit će izrađena i e-verzija. S obzirom na to da je riječ o

neobjavljenoj zbirci poezije, obradit će se i pojam samoizdavaštva (self-publishinga).

Zbog skromnog koncepta marketinga u hrvatskom književnom nakladništvu, prijedlog

promocijskih aktivnosti bit će idealtipski i time možda neprimjeren današnjem

zahtjevnom tržištu. Prikaz rezultata i procjena uspjeha predloženih marketinških

aktivnosti bit će dana evaluacijom anketnih upitnika pri čemu će glavnu ulogu imati

oprema i vanjski izgled analiziranih uzoraka knjigoveškog proizvoda.

Abstract (english)

In today's modern turbulent and competitive market, advertising seems to be the most

important part of business. This thesis emphasizes importance of marketing in publishing

as a key ingredient in the creation and distribution of publishing products. Through

research and analyses of Croatian book publishing, it's strategies and the implementation

of marketing activities, we will have a better insight on its flaws and downsides as well

as the positive features. By comparing Croatian publishing firms and foreign publishing

houses we will make an assessment status of book publishing in Croatia.

Regarding the analysis that is carried throughout this paper, some suggestions of

suitable marketing activities with special emphasis on the synergy of graphic design and

marketing when designing the product, will be made on an unpublished poetry book

which will use as an example. For the research purposes, the poetry book will be given

its final look. After designing a layout, a great notability will be given to the outer look

of the book - the cover. The book will have several final looks, but it will also have an ebook version. Since it is an unpublished collection of poetry, the term self-publishing will

also be discussed. Due to the humble concept of marketing in Croatian literary publishing,

the proposal of promotional activities will be idealistic and thus perhaps inappropriate to

today's demanding market. An outline of the results and assessment of the success of the

proposed marketing activities will be evaluated by the evaluation of questionnaires, with

the main role being the equipment and the external appearance of the analyzed samples

of the publishing product.

• Keywords: nakladništvo; marketing; knjiga poezije; anketa
• Keywords (english): marketing; publishing; book of poetry; query
• Language: croatian
• URN:NBN: urn:nbn:hr:216:806528
• Study programme: Title: Graphic technology; specializations in: Graphic technology, Design of graphic products; Course: Graphic technology; Study programme type: university; Study level: graduate; Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2024-04-18 22:04:46