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master's thesis
Uloga sporta u strategiji razvoja marketinga grada Zagreba
2021. urn:nbn:hr:180:454753
Lovrić, Krešimir
Zagreb School of Business

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Lovrić, K. (2021). Uloga sporta u strategiji razvoja marketinga grada Zagreba (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:454753

Lovrić, Krešimir. "Uloga sporta u strategiji razvoja marketinga grada Zagreba." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:454753

Lovrić, Krešimir. "Uloga sporta u strategiji razvoja marketinga grada Zagreba." Master's thesis, Zagreb School of Business, 2021. https://urn.nsk.hr/urn:nbn:hr:180:454753

Lovrić, K. (2021). 'Uloga sporta u strategiji razvoja marketinga grada Zagreba', Master's thesis, Zagreb School of Business, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:454753

Lovrić K. Uloga sporta u strategiji razvoja marketinga grada Zagreba [Master's thesis]. Zagreb: Zagreb School of Business; 2021 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:180:454753

K. Lovrić, "Uloga sporta u strategiji razvoja marketinga grada Zagreba", Master's thesis, Zagreb School of Business, Zagreb, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:180:454753

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Metadata
TitleUloga sporta u strategiji razvoja marketinga grada Zagreba
Title (english)The function of sport in the marketing development strategy of the city of Zagreb
AuthorKrešimir Lovrić
MentorPredrag Čudina (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberTomislav Ivančević (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2021-11-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Sportski marketing temelji se na društvenoj koncepciji marketinga. Sportski marketing je relativno nov pojam, a marketing postaje neizostavan dio sporta. Suvremeni sport temelji se na raznim mogućnostima ulaganja kapitala, ali i njegovog stvaranja. Jedna od mogućnosti ulaganja kapitala su sponzorstva na velikim sportskim događajima koji su praćeni u mnogobrojnim medijima, te se na taj način stvara višestruka korist ulaganja u marketing kroz sponzorstvo. Sport je važan dio strategije razvoja svake destinacije. Kroz ovaj rad prikazala se uloga sporta u strategiji razvoja marketinga grada Zagreba. Strategija razvoja temelji se na postojećim sportskim resursima, ali i na stvaranju novih. Strategija grada Zagreba uključuje sportske klubove, razne sportske manifestacije, te infrastrukturu kao što su dvorane, skijalište, bazeni i sl.
Abstract (english)
Sports marketing is based on the social concept of marketing. Sports marketing is a relatively new concept, and marketing is becoming an indispensable part of sports. Modern sport is based on various possibilities of investing capital, but also its creation. One of the possibilities of investing capital is sponsorships at major sporting events that are covered in many media, thus creating multiple benefits of investing in marketing through sponsorship. Sport is an important part of every destination's development strategy. This paper presents the role of sport in the marketing development strategy of the city of Zagreb. The development strategy is based on existing sports resources, but also on the creation of new ones. The strategy of the city of Zagreb includes sports clubs, various sports events, and infrastructure such as halls, ski resorts, swimming pools, etc.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:454753
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni specijalist/specijalistica marketinga i komunikacija (stručni specijalist/specijalistica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-11-15 12:19:02