Da li postoje postmoderni slogani?
DOI:
https://doi.org/10.21301/EAP.v9i1.10Ključne reči:
postmoderni marketing, brendiranje destinacija, slogani, National Tourist OrganizationApstrakt
Polazeći od značaja brendiranja u postmodernističkom marketingu i izbora slogana u procesu brendiranja, u radu je analizirano da li slogani nacionalnih turističkih organizacija reflektuju svojstva postmodernističkog marketinga. Autor je pošao od pretpostavke da slogani nacionalnih turističkih organizacija mogu da budu interpretirani u kontekstu postmodernističkog marketinga. Teorijski postulati postmodernističkog marketinga povezani su sa njihovom praktičnom primenom u oblasti brendiranja destinacija. Rezultati istraživanja mogu se iskoristiti kao smernice pri izboru efektivnih slogana u procesu brendiranja destinacija.
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