prikaz prve stranice dokumenta Marketing hrvatskoga dugometražnog igranog filma
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doctoral thesis
Marketing hrvatskoga dugometražnog igranog filma
2017. urn:nbn:hr:145:554152
Maloča, Ivan
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Cite this document

Maloča, I. (2017). Marketing hrvatskoga dugometražnog igranog filma (Doctoral thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:554152

Maloča, Ivan. "Marketing hrvatskoga dugometražnog igranog filma." Doctoral thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:554152

Maloča, Ivan. "Marketing hrvatskoga dugometražnog igranog filma." Doctoral thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2017. https://urn.nsk.hr/urn:nbn:hr:145:554152

Maloča, I. (2017). 'Marketing hrvatskoga dugometražnog igranog filma', Doctoral thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 31 March 2025, https://urn.nsk.hr/urn:nbn:hr:145:554152

Maloča I. Marketing hrvatskoga dugometražnog igranog filma [Doctoral thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2017 [cited 2025 March 31] Available at: https://urn.nsk.hr/urn:nbn:hr:145:554152

I. Maloča, "Marketing hrvatskoga dugometražnog igranog filma", Doctoral thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:145:554152

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Metadata
TitleMarketing hrvatskoga dugometražnog igranog filma
Title (english)MARKETING OF THE CROATIAN FEATURE FILM
AuthorIvan Maloča
MentorDrago Ružić (mentor)
Committee memberMane Medić (predsjednik povjerenstva)
Committee memberDrago Ružić (član povjerenstva)
Committee memberZrinko Ogresta (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2017-11-03, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Universal decimal classification
(UDC)		791 - Cinema. Films (motion pictures)
Abstract
Hrvatski dugometražni igrani film kao i hrvatska kinematografija općenito ne ostvaruju zapažene rezultate u gledanosti, posebno kinogledanosti. Također nemaju prepoznatljivost i reputaciju te ih šira domaća javnosta smatra inferiornima i tako ih tretira u usporedbi s inozemnim filmovima, posebice američkim. Štoviše, iako hrvatski dugometražni filmovi dobivaju brojne nagrade u Hrvatskoj i svijetu, opća je percepcija javnosti, pa čak i struke negativna dok se hrvatska kinematografija ili filmska... More djelatnost ne percipira i ne tretira kao važna gospodarska grana. S obzirom na to, provedeno je istraživanje vezano za hrvatski film, točnije provedena su tri istraživanja – ponajprije s eskpertima za hrvatski film, zatim s osobama iz struke i na kraju samim građanima kao predstavnicima javnosti. Cilj je doktorskog rada bio otkriti kakve su percepcije i stavovi javnosti i struke glede hrvatskoga filma i naći odgovor na pitanje može li marketing pomoći u ostvarivanju boljih rezultata i uspjeha hrvatskoga dugometražnog igranoga filma, koja je uloga marketinga u filmskoj industriji i kakva ona može ili bi mogla biti. Naime, u radu se postavlja teza da marketing nije dovoljno, sustavno, pravilno i dobro korišten u hrvatskom dugometražnu igranom filmu te da bi bolja, sustavnija i pravilnija, primjena marketinga mogla pomoći hrvatskom dugometražnom igranom filmu u postizanju boljih rezultata u pogledu gledanosti, prihvaćenosti i reputacije. U radu se također nastojalo objasniti i što je hrvatska audiovizualna djelatnost, odnosno koja je pozicija i uloga hrvatske kinematografije i hrvatskog igranoga filma i razjasnili su se za rad relevantni pojmovi i koncepti vezani za kinematografiju i film. Osim toga, putem teorijskih i praktičnih spoznaja obradili su se pojedini elementi marketinškog spleta u igranom filmu. Konačno, sintetizirani su rezultati svih istraživanja i provjerene su hipoteze rada, a dan je i prijedlog modela strateškoga marketinškog pristupa hrvatskoj filmskoj industriji te su na kraju izneseni zaključci cijelog rada. Less
Abstract (english)
Croatian feature films as well as Croatian cinematography in general are not achieving great results in terms of viewership, especially when it comes to box office. Also, they don´t have recognition and reputation and the wider public considers and treats them as inferior to foreign movies, particularly American movies. Moreover, despite the fact Croatian feature films receive rewards at festivals in Croatia and in the rest of the world the general perception by the public and even by the... More members of profession is negative, while Croatian cinematography or Croatian film industry is not perceived and treated as important branch of the economy. With regards to that, research about Croatian film was carried out, more precisely three researches were carried out – firstly with the experts for Croatian film, then membors of the profession and finally the citizens as represenatives of the public. The aim of this doctoral thesis was to find the perceptions and opinions of the public and members of the professions and try to find the answer whether marketing can be helpful in achieving the better success and results of Croatian feature film, what the role of marketing in the film industry really is and what it can or could be. Namely, throughout the dissertasion it was hypothesized that marketing isn´t applied enough, systematically, correctly and well in Croatian feature film and that better, more correct and more systematic, implementation of marketing could help Croatian feature film achieve much better results in terms of viewership, recognition and reputation. The dissertation also tried to explain what is Croatian audiovisual industry, that is what is the position and role of Croatian cinematography and Croatian feature film, and explained were all the terms and concepts related with cinematography and film relevant for dissertation. Besides that, through theoretical and practical knowledge analysed is each element of marketing mix in feature film. Finally, synthesized are the results of all researches and tested are hypotheses, and given is also the suggestion for the model of strategic marketing approach to Croatian film industry and at the end the conclusions of the whole doctoral thesis are produced. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:554152
Study programmeTitle: Postgraduate doctoral study Management
Study programme type: university
Study level: postgraduate
Academic / professional title: doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija (doktor/doktorica znanosti, područje društvenih znanosti, polje ekonomija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2018-01-15 12:12:51
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