出版社：Sveučilište u Rijeci, Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija
摘要：The purpose – the purpose of this paper is to research the role of marketing concept in the cultural institutions in the city of Zadar. Design – The special focus is given to analysis the importance and advantage of networking of all cultural institutions in Zadar, to create unique product and more creative supply. Methodology – a number of methods has been used in the research, including analysis, synthesis, induction, deduction, compilation and detailed interview. The detailed interview has been carried out by means of a questionnaire comprising ten questions, while the sample has encompassed relevant cultural institutions in the City of Zadar. Approach – Implementation of Zadar Cultural strategy is important of cooperation and coordination on among of all cultural institutions in Zadar. Findings – Key findings indicate that marketing today, is indispensable for functioning of all business subjects and nonprofit institutions, whose primary goal is socially responsible behavior. Marketing strategies of cultural institutions are starting point for quality implementation of marketing in cultural institutions. The authors of this paper propose mutual interweaving of cultural institutions and cultural tourism, and suggest models for networking Zadar cultural institutions. The originality of this research – The originality comes from the model’s for networking Zadar cultural institutions, which provides the guidance and ideas for further research and improvements.
关键词：marketing; non-profit marketing; cultural institutions in Zadar; cultural tourism; cultural activities; networking of cultural institutions
