BOOKtiga – porečki međunarodni festival pročitanih knjiga

master's thesis

• Title: BOOKtiga – porečki međunarodni festival pročitanih knjiga : ispričana i iščitana marketinška priča
• Title (english): BOOKtiga – Poreč's International Festival of the Read Books : a marketing story told and read to the end
• Author: Zorana Geržinić
• Mentor: Daniela Živković (mentor)
• Committee member: Ana Barbarić (predsjednik povjerenstva)
• Committee member: Ivana Hebrang Grgić (član povjerenstva)
• Committee member: Daniela Živković (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2020-12-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Library Science

Abstract

Ulaganje u marketing i stvaranje marketinške priče preduvjet je uspjeha svake tvrtke, bez obzira na veličinu, područje djelovanja i odnos prema profitu, a svakoj je organizaciji važno da javnost prepozna njezinu svrhu postojanja, pa je tako slučaj i s narodnim knjižnicama.
Cilj rada je na primjeru Gradske knjižnice Poreč pokazati kako dobrim i organiziranim marketinškim djelovanjem i razvojem te kontinuiranim održavanjem manifestacija, knjižnice prelaze granice redovitog poslovanja i šire... More područje svojega djelovanja izvan zidova knjižnica. Tako povećavaju vidljivost ustanove u kulturi, bivaju pristupačnije široj javnosti i pridonose kulturnom razvoju zajednice u kojoj djeluju.
Mnoge se hrvatske knjižnice još uvijek bore s nepovoljnim uvjetima za provođenje marketinškog poslovanja, bilo zbog nedovoljnih financijskih sredstava, bilo zbog nepoznavanja marketinškog procesa ili nedostatka stručnog osoblja. Gradska knjižnica Poreč prepoznala je i iznašla načina za privlačenje korisnika u knjižnice, za širenje volonterske mreže, za promociju knjige i čitanja u izazovnim vremenima modernoga doba, kao i za brojne kulturne suradnje koje za sobom ostavljaju rezultate zajedničkoga promišljanja o knjižnici kao mjestu susretišta ljudi različitih afiniteta. BOOKtiga – međunarodni festival pročitanih knjiga s BOOKtižinom, sajmom rabljenih knjiga, novi je, i na našim područjima jedinstven oblik popularizacije knjige i čitanja uz prodaju i darivanje rabljenih knjiga te promociju najnovijih izdanja hrvatskih autora u suradnji s nakladničkim kućama. Naglašavajući vizualni identitet i poruku koju donosi obraća se najširoj javnosti uz poziv na kulturni dijalog.
Kroz raznovrstan program, u čijem su središtu uvijek knjiga i čitanje, BOOKtiga nastoji zadovoljiti najrazličitije čitateljske afinitete namjernih i nenamjernih prolaznika, a njezin cjelokupan koncept sa svojim svečanim karakterom privlačan je i najširoj publici te je ova manifestacija sama po sebi postala izuzetan animacijski čimbenik. Less

Abstract (english)

Investment in marketing and creation of a marketing story is a precondition for every company's success, regardless of its size, the field of activity, and relation to the profit. It is important to every organization to be recognized for its purpose of existence, which is also a case with public libraries.
The aim of this paper is to show, by the example of the Poreč City Library, that libraries cross the boundaries of regular business and expand the area of their activities outside... More the library walls by good and organized marketing activities and development and continuous holding of events. That way they increase the institution's visibility in the culture, become more accessible to the wider audience, and contribute to the cultural development of the community in which they act.
Many Croatian libraries still struggle with unfavorable conditions for conducting marketing business, either due to insufficient financial resources, or ignorance of the marketing process, or lack of professional staff. The Poreč City Library has recognized and found ways to attract library users, to grow volunteer network, to promote books and reading in the challenging times of the modern age, as well as for numerous cultural collaborations which leave behind the results of common thinking about a library as a gathering place for people of various affinities. BOOKtiga – the International Festival of the Read Books with BOOKtižin, a second-hand book fair, is a new, and, in our area, unique way to popularize books and reading by selling and donating used books and promoting the newest editions of Croatian authors in the collaboration with publishing houses.
Emphasizing the visual identity and the message it brings, it invites the general public to cultural dialogue. Through a diverse program, which always focuses on books and reading, BOOKtiga strives to satisfy the various reading affinities of intentional and unintentional passersby and its overall concept with its solemn character is attractive to the widest audience, so this event itself has become an exceptional entertainment factor. Less

• Keywords: marketing; knjižnični marketing; vizualni identitet; Gradska knjižnica Poreč; BOOKtiga; BOOKtižin
• Keywords (english): marketing; library marketing; visual identity; The Poreč City Library; BOOKtiga; BOOKtižin
• Language: croatian
• URN:NBN: urn:nbn:hr:131:852011
• Study programme: Title: Information Sciences; specializations in: Library Science; Course: Library Science; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra bibliotekarstva (magistar/magistra bibliotekarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-12-21 13:50:18