Marketing u arhivima u Republici Hrvatskoj

master's thesis

• Title (english): Marketing in archives in the Republic of Croatia
• Author: Dora Gostrec
• Mentor: Darko Babić (mentor)
• Committee member: Hrvoje Stančić (predsjednik povjerenstva)
• Committee member: Darko Babić (član povjerenstva)
• Committee member: Željko Trbušić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2023-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Archives and Documentation Studies

Abstract

Ovim radom opisana su neka od temeljnih načela marketinškog i arhivskog poslovanja. U njemu su se predstavili razlozi zbog kojih se smatra da je marketing potreban u arhivima te se predstavio proces njegove provedbe u arhivskom kontekstu. Taj proces uključuje analiziranje unutarnjih i vanjskih čimbenika, planiranje budućeg razvoja i tehnike kojima se postižu željeni ciljevi. Neki od glavnih faktora u procesu koji su ovdje objašnjeni su arhivski proizvod, korisnici arhiva, financijski aspekt i načini promidžbe.

U sklopu rada provedeno je istraživanje koje se bavi ispitivanjem marketinških aktivnosti koje se obavljaju u državnim arhivima u Hrvatskoj. Cilj istraživanja bio je saznati kako pojedini dijelovi marketinške teorije funkcioniraju kada su primijenjeni u praksi. Istraživanjem se zaključilo kako je marketing u hrvatskim arhivima još uvijek u početnim stadijima svoga razvoja, ali da se već sada prepoznaju marketinške mogućnosti za unaprjeđenje arhivskog poslovanja, čija se češća primjena tek očekuje u budućnosti.

Abstract (english)

This thesis describes some of the basic principles of marketing and archival business. It presented the reasons why it is considered that marketing is needed in archives and presented the process of its implementation in the archival context. This process includes analyzing internal and external factors, planning future development and techniques to achieve the desired goals. Some of the main factors in the process, which are explained here, are the archive product, the users of the archive, the financial aspect and the means of promotion.

As a part of this thesis, research was conducted which deals with the examination of marketing activities carried out in the State Archives in Croatia. The goal of the research was to find out how certain parts of marketing theory work when applied in practice. The research concluded that marketing in Croatian archives is still in its initial stages of development, but that even now marketing opportunities are being recognized for the improvement of archival business, and such more frequent application can only be expected in the future.

• Keywords: arhiv; marketing; marketinški plan; marketing u arhivima; marketing u državnim arhivima u Hrvatskoj
• Keywords (english): archive; marketing; marketing plan; marketing in archives; marketing in the State Archives in Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:131:165292
• Study programme: Title: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology; Course: Archivistics Study; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra informacijskih znanosti (magistar/magistra informacijskih znanosti)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-09-20 21:10:31