20.500.12556/RUL-122354 Razprodano: tržnokomunikacijska orodja in marketing muzikala v Sloveniji tržnokomunikacijska orodja in marketing muzikala v Sloveniji Sold out: marketing communication tools and musical theatre marketing in Slovenia diplomsko delo Z vzponom muzikala kot žanra znotraj gledaliških uprizoritev v Sloveniji je bilo zanimivo spremljati tudi marketinške aktivnosti in uporabo tržnokomunikacijskih orodij. Predmet raziskovanja je bil namenjen ravno temu; raziskal sem, katera tržnokomunikacijska orodja so najbolj v uporabi pri nas ter, ali vzdrži, da se producenti bolj usmerjajo k publiciteti, in ne toliko k uporabi drugih tržnokomunikacijskih orodij. Teoretični del diplomske naloge zaobjema opis muzikala, občinstev, ki muzikal obiskujejo, oglaševalske komunikacijske procese in ostale oblike tržnega komuniciranja, ki tvorijo podlago za nadaljnjo aplikacijo na omenjeno področje. Za protiutež sem predstavil tudi marketinške prakse in prakse odnosov z javnostmi predstav na Broadwayu in West Endu. Opisal sem tudi marketinški splet gledališča. Empirični del vključuje metodologijo in analizo podatkov, ki sem jih pridobil z intervjuji producentov neodvisnih produkcij. Nalogo zaključujem z ugotovitvami in sklepom, ki pojasnjujejo zastavljena vprašanja. With the rise of the musical theatre as a genre within the theatrical performances in Slovenia, it was also interesting to monitor marketing activities and the use of marketing communication tools. The subject of the research was intended for just that purpose; I researched which marketing communication tools are used the most and whether it is sustainable for producers to focus more on publicity and not so much on the use of other marketing communication tools. The theoretical part of my diploma thesis includes a description of the musical theatre, audiences who attend the performances, the advertising communication processes in this area. To counterbalance I also presented marketing practices and public relations practices of Broadway and West End performances. I also described the theatre’s marketing mix. The empirical part includes the methodology and analysis of data obtained through interviews of producers of independent productions. I conclude the diploma with findings and a conclusion that explain the questions asked. tržno komuniciranje tržnokomunikacijska orodja muzikal publiciteta marketing marketing communication marketing communication tools musical publicity marketing true true false [G. Oblak] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2020-12-03 08:30:09 2020-12-03 08:30:12 2022-09-02 04:02:54 0000-00-00 00:00:00 2020 0 Ljubljana 0 Ljubljana 89 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138:782.8(043.2) 125570 41223683 4150.pdf 4150.pdf 1 301D4B9A2F8EB7DD0FBC74BB3F25A8C5 780a04f34f8c3d79c7a13e433d461eb10f4c066a6c16cac9554188978e4fb541 16047ed9-a1bb-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=137539 Fakulteta za družbene vede 0 0 0