Analiza vizualnega marketinga slovenskih knjigarn

Čebašek, Tjaša (author), Blatnik, Andrej (mentor)

Cilj magistrske naloge, ki nosi naslov Analiza vizualnega marketinga slovenskih knjigarn, je ugotoviti, ali so knjigarne v lasti največjih slovenskih založb podvržene marketinškemu načrtu opremljanja. Pregleda, kako pogosto se v knjigarnah spreminjajo izložbe in postavitev knjig in od česa oz. od koga je to odvisno. Primerja izvajanje marketinških aktivnosti v večjih kranjskih knjigarnah, kot sta Mladinska knjiga ter DZS, in ugotavlja, kako vizualni vidik izložbe oz. knjigarne vpliva na privlačnost obiskovalcem oziroma ali izpostavitev določenih naslovov oz. izdelkov vpliva na zanimanje in nakup. Preverja, ali so knjige, objavljene pri založbi, ki je lastnica knjigarne, nesorazmerno razpostavljene. Pridobljena spoznanja primerja s prakso neodvisne knjigarne Libris v Kopru. Magistrska naloga med drugim predstavi teorijo, pomembno za to področje, ter poudari in primerja dobre prakse v tujini.

• Language: Slovenian
• Keywords: marketing, trženje, knjigarne, prodaja, Slovenija, bolonjske magistrske naloge
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FF - Faculty of Arts
• Place of publishing: Ljubljana
• Publisher: [T. Čebašek]
• Year: 2018
• Number of pages: 72 f.
• PID: 20.500.12556/RUL-107659
• UDC: 339.138:655.4(043.2)
• COBISS.SI-ID: 67905890
• Publication date in RUL: 10.05.2019

Secondary language

• Language: English

Abstract

The aim of the master's thesis entitled Analysis of Visual Marketing of Slovenian Bookstores is to determine whether bookshops owned by the largest Slovenian publishing houses are subject to the marketing plans. It reviews how often bookstores and their displays are changing their appearance and layout and on what criteria does it depend. It compares the implementation of marketing activities in major bookstores in Kranj such as Mladinska knjiga and DZS. The thesis finds out how the bookshops affect the attractiveness to visitors and how the exposure of specific books, bestsellers or other products affects their interest and purchase. The marketing plan of bookstores of large Slovenian publishing houses is compared with the practice of the independent bookshop Libris in Koper. The master's thesis presents, among other things, the theory important for this field, outlines and compares good practices abroad.