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Razumevanje pomena marketinških aktivnosti in njihova organiziranost v glasbenih založbah na slovenskem trgu
Filipčič, Eva Kristina (Author), Velikonja, Mitja (Mentor) More about this mentor... This link opens in a new window, Verk, Nataša (Co-mentor)

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Abstract
Splošni marketinški koncepti pogosto niso relevantni za manjša podjetja, zato zanje potrebujemo prilagojene modele. V tem raziskovalnem delu preučujemo delovanje in marketinško usmerjenost slovenskih glasbenih založb, ki se uvrstijo v kategorijo manjših organizacij. Raziskovanja se lotimo kvalitativno. Uporabimo analizo vsebine in primerjalno metodo. Izziv predstavlja že sama opredelitev glavnih funkcij glasbenih založb, ki so se z digitalno revolucijo močno predrugačile. Kot njihova pomembnejša vloga danes se izpostavi kuratorstvo glasbe, znamčenje pa se zdi ključna taktika za povečanje vpliva na trgu. Med domačimi založniki sicer zaznamo nerazumevanje splošnih marketinških konceptov. Marketingu pripisujejo velik pomen, vendar do makretinškega izražanja in delovanja čutijo odpor. Skozi aplikacijo dveh modelov, prilagojenih vrednotenju marketinške orientiranosti manjših podjetij, lahko glasbene založbe na slovenskem trgu označimo za marketinško šibke. Načrtovanja je malo in poteka predvsem na miselni ravni. Razlogi za to tičijo v časovni, finančni in kadrovski podhranjenosti. Prevladuje reaktivni, implicitni in enostavni marketing. Skozi raziskavo se pokaže potreba po razširitvi založniške dejavnosti, celostnejšem in bolj strukturiranem delovanju, konkretnejši implementaciji aktualnih praks in trendov ter okrepitvi marketinške usmerjenosti. Mednarodna osredotočenost se zdi nujna ter lahko lahko po mnenju nekaterih pomembno pripomore k dvigu marketinške zavesti in ureditvi domačega glasbenega trga.

Language:Slovenian
Keywords:marketinška usmerjenost, glasbene založbe, slovenski glasbeni trg
Work type:Bachelor thesis/paper (mb11)
Organization:FDV - Faculty of Social Sciences
Year:2019
COBISS.SI-ID:36295517 This link opens in a new window
Views:312
Downloads:208
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Secondary language

Language:English
Title:Understanding the value of marketing activities and their organisation in record labels on Slovenian music market
Abstract:
General marketing concepts are often not relevant for SME, therefore, model adaptations are required. In this research paper we are examining the functioning and marketing orientation of Slovenian music record labels, which all fall into the category of small businesses. The research is qualitative. We use content analysis as well as the comparative method. Even defining the core functions of record labels, which had drastically changed with the digital revolution, is challenging. Label's main role nowadays seems to be music curation, and branding represents the key tactic for increasing their influence on the market. There is a misunderstanding of the core marketing concepts. Local record labels ascribe a great value to marketing, but feel opposition towards marketing expression and activity. Through the application of two models, adapted for evaluating marketing orientation in SME, music record labels in Slovenia show weak marketing orientation. There is little planning, which mostly takes place on the mental level. The reasons can be found in time, financial and human resources deprivation. They use reactive, implicit and simple marketing. The research emphasises the need for expansion of record label activities, more holistic and structured approach, stronger implementation of contemporary practices and trends, and increase in marketing orientation. Many see international focus as crucial for developing a stronger marketing awareness and a stable local music market.

Keywords:marketing orientation, record labels, Slovenian music market

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