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undergraduate thesis
MARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ
Završni rad
2019. urn:nbn:hr:124:459666
Burić, Ivana
University of Split
Faculty of economics Split

Cite this document

Burić, I. (2019). MARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:459666

Burić, Ivana. "MARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:459666

Burić, Ivana. "MARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2019. https://urn.nsk.hr/urn:nbn:hr:124:459666

Burić, I. (2019). 'MARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 19 October 2024, https://urn.nsk.hr/urn:nbn:hr:124:459666

Burić I. MARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2019 [cited 2024 October 19] Available at: https://urn.nsk.hr/urn:nbn:hr:124:459666

I. Burić, "MARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:124:459666

Metadata
TitleMARKETING NEPROFITNIH ORGANIZACIJA U REPUBLICI HRVATSKOJ : Završni rad
AuthorIvana Burić
MentorZlatan Reić (mentor)
MBZ: 040684
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2019-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
General Economy
Abstract
U radu se obrađuje marketing neprofitnih organizacija u Republici Hrvatskoj. Ciljevi rada su utvrditi marketinške ciljeve u poslovanju neprofitnih organizacija te definirati elemente marketinškog miksa neprofitnih organizacija teorijski i kroz komparativnu analizu studija slučajeva. Rezultati istraživanja pokazuju da strateški pristup marketingu i usvajanje marketinške orijentacije u poslovanju neprofitnih organizacija značajno doprinose stvaranju društvene razmjenske vrijednosti i uspostavi odnosa zadovoljstva i povjerenja sa svim ključnim dionicima u poslovanju neprofitnih organizacija. Tradicionalni marketinški elementi proizvod, cijena, prodaja i promocija prilagođavaju se misiji i djelokrugu rada neprofitnih organizacija, odnosno programima i projektima koje izvršavaju kako bi se ostvarila društvena dobrobit. Uz tradicionalne elemente marketinškog miksa, u poslovanje neprofitnih organizacije je nužno uključiti i element organizacijske politike. Komparativna analiza studija slučajeva pokazuje da su obrađene udruge usvojile marketinšku orijentaciju, ali postoji prostor za inovativnije poslovanje u smislu usvajanja novih marketinških i financijskih koncepata rada, poput crowdfundinga.
Abstract (english)
The paper deals with marketing of non-profit organizations in the Republic of Croatia. The objectives of the paper are to establish marketing goals in the business of non-profit organizations and to define the elements of marketing mix of nonprofit organizations through theoretical and comparative analysis of case studies. The research results show that strategic marketing approach and adoption of marketing orientation in the business of non-profit organizations significantly contributes to the creation of social exchange values and to establish a relationship of satisfaction and trust with all key stakeholders in the business of non-profit organizations. The traditional marketing elements of product, price, sales and promotion need to be adjusted to the mission and the scope of work of non-profit organizations, that is, the programs and projects they execute to achieve social well-being. Alongside the traditional elements of a marketing mix, it is also necessary to include the element of organizational policy in the marketing orientation of non-profit organizations. Comparative analysis of case studies shows that analyzed organizations have adopted marketing orientation, but there is opportunity for more innovative orientation in terms of adopting new marketing and financial concepts, such as crowdfunding.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:459666
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2019-11-14 09:53:09