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master's thesis
PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA
Diplomski rad
2016. urn:nbn:hr:124:715110
Rađa, Duje
University of Split
Faculty of economics Split

Cite this document

Rađa, D. (2016). PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:715110

Rađa, Duje. "PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:715110

Rađa, Duje. "PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2016. https://urn.nsk.hr/urn:nbn:hr:124:715110

Rađa, D. (2016). 'PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 31 January 2025, https://urn.nsk.hr/urn:nbn:hr:124:715110

Rađa D. PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2016 [cited 2025 January 31] Available at: https://urn.nsk.hr/urn:nbn:hr:124:715110

D. Rađa, "PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:124:715110

Metadata
TitlePRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad
AuthorDuje Rađa
MentorLjiljana Najev Čačija (mentor)
MBZ: 51058491512
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2016-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Predmet istraživanja je primjenjivost tipologije marketinških strategija u neprofitnim organizacijama s aspekta jedne skupine ključnih dionika – donatora, metodom studije slučaja na namjernom uzorku humanitarnih organizacija. Kako bi se razumjeli ciljevi i svrha neprofitnog sektora te primjenljivost marketinške tipologije i marketinških aktivnosti, potrebno je odrediti što je to neprofitna organizacija te njezine specifičnosti. Neprofitne organizacije su sve one organizacije koje služe ostvarenju javnog interesa, ali im primarni cilj nije ostvarenje profita. Potrebno je uvažavati specifičnosti neprofitnog sektora u vidu višestrukih dionika, različitih područja djelovanja, nemjerljivosti ciljeva organizacije. Cilj rada je kritički prikaz postojećih teoretskih i empirijskih spoznaja iz područja marketinških strategija u neprofitnom sektoru, ispitati primjenljivost predložene tipologije marketinških strategija, prethodno empirijski potvrđene na subjektima malog gospodarstva, u neprofitnim organizacijama s aspekta donatora, provjera primjenjivosti metodologije identificiranja i vrsta marketinških strategija u neprofitnim organizacijama. Rezultati istraživanja dali su pozitivan odgovor na postavljena istraživačka pitanja te se može potvrditi i to da se tipologija integriranih marketinških strategija može primijeniti u neprofitnom sektoru.
Abstract (english)
The subject of research is the applicability of the typology of marketing strategies in non-profit organizations in terms of key stakeholders - donors, with the method of case studies on the deliberate pattern of humanitarian organizations. In order to understand the aims and objectives of the non-profit sector and the applicability of marketing typology and marketing activities, it is necessary to define what are a non-profit organization and its specifics. Non-profit organizations are those organizations that serve the realization of public interest, but their primary goal is not to make profit. It is necessary to take into account the specificities of the non-profit sector in the form of multiple stakeholders, different areas of activity, immeasurability goals of the organization. The aim of the critical review of the existing theoretical and empirical knowledge in the field of marketing strategies in the non-profit sector, to examine the applicability of the proposed typology of marketing strategies, previously empirically validated on small businesses, non-profit organizations in terms of donors, testing the applicability of the methodology of identifying the types of marketing strategies in the non-profit organizations. The research results gave a positive answer to the research question and can confirm that the typology of integrated marketing strategies can be applied in the non- profit sector.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:715110
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2016-11-04 10:29:07