20.500.12556/DKUM-14833 MARKETING V KULTURI Marketing in culture Diplomsko delo obsega področje marketinga v NPO na področju kulture. Teoretičen del obravnava, kaj sploh NPO so, njihove značilnosti, delitev in razliko med NPO in profitnimi organizacijami. Naslednje poglavje se nanaša na marketing NPO; kaj sploh marketing je, značilnosti marketinga NPO, problemi, ki se pojavljajo pri izvajanju marketinga v NPO ter pogoste kritike uporabe tega koncepta. Nato je predstavljen koncept marketing miksa naravni 4P na primeru NPO v kulturi. Empirične del zajema obravnavo štirih NPO na področju kulture v Mariboru, s pomočjo metode globinskega intervjuja. Obravnava posameznih organizacij zajema vse aktivnosti, ki se v teh organizacijah izvajajo in so vezane na njihove marketinške aktivnosti. Od preteklega delovanja, sedanjega delovanja, vizije za prihodnost, ki se nanaša predvsem na leto 2012, ko bo Maribor evropska prestolnica kulture. Paper refers on marketing in non- profit cultural organizations. Theoretical part deals with, what non- profit organizations are, their characteristics, classification and differences between non- profit and profit organizations. The next chapter refers on a marketing in non- profit organizations. Includes what marketing is, characteristics of marketing in non- profit organizations in the area of culture, problems that are encountered in the marketing implementation in those organizations and critics that are often mentioned. Marketing mix koncept is also presented on an example of non- profit cultural organizations in Maribor. Empirical part is dealing with four non-profit organizations in the area of culture in Maribor by the method of depth interviewing. Consideration of individual organizations covers all the activities that are perform in these organizations and all the activities that are linked to their marketing. From the previous operation, the current work, a vision for the future, which focuses on the year 2012 when the Maribor is going to be European capital of culture. neprofitne organizacije zasebne in javne neprofitne organizacije kultura marketing marketing v neprofitnih organizacijah strateški marketing prednosti in kritike marketinga v kulturi marketinški splet. non-profit organizations private and public non-profit organizations culture marketing marketing in non-profit organizations strategic marketing advantages and critics of marketing in culture marketing mix. true true false [Š. Fanedl] Slovenski jezik Angleški jezik Delo diplomskega seminarja/zaključno seminarsko delo/naloga 2010-07-13 11:36:56 2010-12-06 11:29:28 2022-04-12 22:21:36 2023-12-17 03:20:28 2010 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 10464028 URN:SI:UM:DK:QJY8AS8L UNI_Fanedl_Spela_2010.pdf UNI_Fanedl_Spela_2010.pdf 1 6A96C6A658D6AA6AC6856206D22A1899 b8d5a91490175dfb74f4322a08742abd64458047669bb5c760830044e96254de 3fb98018-7c04-11eb-bb7a-00155d0001ca 20.500.12556/dkum/c376f52d-c275-4bb5-9899-5837e9b601d3 https://dk.um.si/Dokument.php?lang=slv&id=16054 Ekonomsko-poslovna fakulteta 0 0 0