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PDF 738.91 KB
master's thesis
23
6
PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA
Duje Rađa (2016)
University of Split
Faculty of economics Split
Cite this item:
https://urn.nsk.hr/urn:nbn:hr:124:715110
Metadata
Title
PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad
Author
Duje Rađa
Mentor(s)
Ljiljana Najev Čačija (thesis advisor)
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.
Keywords
Non-profit organization
marketing strategies
donors
Granter
University of Split
Faculty of economics Split
Place
Split
State
Croatia
Scientific field, discipline, subdiscipline
SOCIAL SCIENCES
Economics
Marketing
Study programme type
university
Study level
graduate
Study programme
Business Studies
Academic title abbreviation
mag. oec.
Genre
master's thesis
Language
Croatian
Defense date
2016-09
Parallel 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.
Parallel keywords (Croatian)
Neprofitna organizacija
marketinške strategije
donatori
Resource type
text
Access condition
Open access
Terms of use
URN:NBN
https://urn.nsk.hr/urn:nbn:hr:124:715110
Committer
Ivana Gizdić