Marketing experience in gaming industry

diplomski rad

• Naslov (hrvatski): Marketing iskustva u industriji video igara
• Autor: Ante Šarić
• Mentor: Iva Gregurec (mentor); MBZ: 301524
• Član povjerenstva: Damir Dobrinić (član povjerenstva); MBZ: 215903
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Fakultet organizacije i informatike; (Katedra za gospodarstvo); Varaždin
• Datum i država obrane: 2020-09-21, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: DRUŠTVENE ZNANOSTI; Informacijske i komunikacijske znanosti; Organizacija i informatika

Sažetak

This thesis is about marketing experience and how it affects different type of industries. First part of the thesis defines my points of experience marketing and how it can effect customer experience. Second part of thesis is about experience marketing in gaming industry and it also involves a research that was done for the purpose of writing this thesis. This thesis will map experience marketing from its first mention by Pine and Gilmore in their book Experience economy (1998), till today where it is connected to all kind of other industries as well as the future it holds for marketing in general. This thesis will also describe key benefits and setbacks experience marketing can have for companies and some examples of successful and unsuccessful experience marketing campaigns. Focus of last part of thesis is on experience marketing in gaming industry and how it can affect customers and how brands can benefit from experience marketing campaigns in gaming industry. At the end of thesis there are research results of how hardware, video games, and social aspects of video games influences people and their experience regarding video games.

• Ključne riječi: Experience marketing; Gaming industry; Customer experience
• Jezik: engleski
• URN:NBN: urn:nbn:hr:211:073392
• Studijski program: Naziv: Ekonomika poduzetništva; Vrsta studija: sveučilišni; Stupanj studija: diplomski; Akademski / stručni naziv: magistar/magistra ekonomike poduzetništva (mag. oec.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Otvoreni pristup
• Datum i vrijeme pohrane: 2021-05-10 11:39:13