MARKETING I MENADŽMENT U ARHIVIMA
MARKETING AND MANAGEMENT IN ARCHIVES

Summary/Abstract: The culture drives economic and social development in Europe. The cultural sector is a growing sector, developing at a higher pace than the rest of the economy. This sector provides more possibilities in terms of jobs and also drives many others sectors of the European economy, in particular innovation and ICT sectors. Archives are the part of the sector of cultural heritage. This sec­ tor is essential to Europe's memoria, history and identities, but it also has a strong potential for generating qualified jobs, specially in the cultural tourism. Also, it has the ability to generate return on investmens. In Croatia, the state archives are supported by Ministry of cultu­ re in their cultural activities, mostly expositions and publishing of books (monographies, almanacs, reprint­editions and others publications). But, for more efficient action in cultural offering (and in informations market too), archives need their own marketing strategy, based on a recognizable visual identity. The archival website can be very powerful tool for archival presentation and appearance. Archives also need to evolve in organisations which learn and it is necessary to implement a benchmarking in the archival praxis. The managers in croatian archives are theirs directors and head of departments, majority the people without the professional management education. For better functioning of archives, it is essential that they permanently learn about managing work ­ flow and employees.

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