Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/107772
Type of publication: bachelor thesis
Field of Science: Komunikacija ir informacija / Communication and information (S008)
Author(s): Gustaitė, Karolina
Supervisor: Pukelytė, Ina
Title: Partizaninio marketingo strategijų taikymas Nacionalinio Kauno dramos teatro komunikacijoje
Other Title: The use of guerrilla marketing in the communication of National Kaunas drama theater
Extent: 67 p.
Date: 22-Jun-2020
Keywords: Nacionalinis Kauno dramos teatras;National Kaunas drama theater;Partizaninis marketingas;Guerrilla marketing
Abstract: Darbe pristatomas partizaninis marketingas, jo efektyvumas. Pagrindinis tikslas yra išsiaiškinti NKDT partizaninio marketingo efektyvumą. Kad šį tikslą pasiekti, šiame darbe nagrinėjami partizaninio marketingo teoriniai aspektai, jo taikymas kultūros institucijose, nagrinėjami NKDT partizaninio marketingo pavyzdžiai. Empiriniam tyrimui, kuris skirtas NKDT partizaninio marketingo efektyvumui išsiaiškinti, buvo naudoti kiekybiniai ir kokybiniai tyrimo metodai. Tyrimo metodologija susidėjo iš interviu, kuris buvo atliktas su NKDT darbuotoja, dirbusia ties NKDT partizaniniu marketingu ir apklausos, kuri buvo pateikta, kaip internetinė anketa.
This paper presents guerrilla marketing and its efficiency. The main aim is to find out the effectiveness of NKDT guerrilla marketing. To achieve this goal, the main theoretical aspects of guerrilla marketing are being analyzed, as well as it‘s use in cultural institutions, examples of guerrilla marketing usage in the National Kaunas drama theater. For the empirical research, which main purpose is to find outhow effective the use of guerrilla marketing in the National Kaunas drama theatercommunication is, it was decided to use qualitative and quantitative research methodologies. Research methodology consisted off of interview, which was done with an employeeof the National Kaunas drama theater, who was working on guerrilla marketing strategies, as well as the survey, that was posted on the internet.
Internet: https://hdl.handle.net/20.500.12259/107772
Appears in Collections:2020 m. (MF bak.)

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