Marketing i odnosi s javnošću u Gradskoj knjižnici Ivan Goran Kovačić Karlovac

master's thesis

• Title (english): Marketing and public relations in the library "Ivan Goran Kovačić" Karlovac
• Author: Robert Badovinac
• Mentor: Radovan Vrana (mentor)
• Committee member: Ana Barbarić (predsjednik povjerenstva)
• Committee member: Nikolaj Lazić (član povjerenstva)
• Committee member: Radovan Vrana (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of information and Communication sciences); Zagreb
• Defense date and country: 2024-10-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Library Science

Abstract

Rad analizira marketing i odnose s javnošću u knjižnici "Ivan Goran Kovačić" u Karlovcu, s fokusom na ulogu marketinga u promicanju usluga i programa te korištenje društvenih mreža. Cilj je ispitati kako knjižnica koristi alate poput Facebooka i Instagrama za povećanje vidljivosti, privlačenje korisnika i održavanje pozitivnog imidža. Naglašava se važnost digitalnih platformi, suradnje s medijima i organizacije kulturnih događanja u oblikovanju knjižnice kao suvremene institucije. Naglašava se važnost suradnje s lokalnim medijima, organizacije kulturnih događanja i edukativnih programa te upotrebe digitalnih platformi za komunikaciju s korisnicima. Rad također ispituje ulogu odnosa s javnošću u oblikovanju percepcije knjižnice kao suvremene i relevantne institucije unutar zajednice.

Abstract (english)

The paper analyzes marketing strategies and public relations in the library "Ivan Goran Kovačić" in Karlovac, with a focus on the role of marketing in the promotion of services and programs and the use of social networks. The aim is to examine how the library uses tools such as Facebook and Instagram to increase visibility, attract users and maintain a positive image. The importance of digital platforms, cooperation with the media and the organization of cultural events in shaping the library as a modern institution is emphasized. The importance of cooperation with local media, the organization of cultural events and educational programs, and the use of digital platforms for communication with users is emphasized. The paper also examines the role of public relations in shaping the perception of the library as a modern and relevant institution within the community.

• Keywords: društvene mreže; marketing; knjižnica; Ivan Goran Kovačić; Karlovac
• Keywords (english): social networks; marketing; library; Ivan Goran Kovačić; Karlovac
• Language: croatian
• URN:NBN: urn:nbn:hr:131:401660
• Study programme: Title: Information Sciences; specializations in: Archivistics Study, Library Science, Information Sciences (research), Information Sciences (teaching), Museology and heritage management, Informatology; 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: 2024-10-04 15:02:09