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master's thesis
ULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA
Diplomski rad
2017. urn:nbn:hr:124:327554
Grljušić, Matea
University of Split
Faculty of economics Split

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Grljušić, M. (2017). ULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:327554

Grljušić, Matea. "ULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:327554

Grljušić, Matea. "ULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:327554

Grljušić, M. (2017). 'ULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 11 November 2024, https://urn.nsk.hr/urn:nbn:hr:124:327554

Grljušić M. ULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 November 11] Available at: https://urn.nsk.hr/urn:nbn:hr:124:327554

M. Grljušić, "ULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:327554

Metadata
TitleULOGA MARKETINŠKIH AKTIVNOSTI U MOTIVACIJI DONATORA : Diplomski rad
AuthorMatea Grljušić
MentorLjiljana Najev Čačija (mentor)
MBZ: 344153
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-06, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neprofitne organizacije su one organizacije koje nastoje ostvatriti neki javni interes ali im ostvarivanje profita nije osnovna svrha postojanja. Uspješnost neprofitnih organizacija ovisi o uspješnosti marketinga kojeg provode. Markeitng neprofitnih organizacija može se definirati kao skup aktivnosti kojima se osmišljava i pospješuje planiranje, provedba, distribucija i komuniciranje djelovanja organizacija kojima je cilj postojanja neki javni interes, a ne isključivo ostvarivanje profita. Ciljne skupine prema kojima neprofitna organizacija usmjerava svoje marketinške aktivnosti su korisnici, donatori, posrednici, volonteri te zaposleni. Ključna ciljna skupina su donatori jer osiguravaju potrebne resurse za poslovane neprofitne organizacije. Cilj rada je bio identificirati motive za doniranjem te kategorizirati marketinške aktivnosti neprofitnih organizacija s obzirom na ulogu u motivaciji donatora, a te marketinške aktivnosti su razlog za podršku, promocija i marketing odnosa. Istraživanje je provedeno na 161 ispitniku. Rezultati su pokazali kako razlog za podršku pozitivno ne utječe na motivaciju, a promocija i marketing odnosa pozitivno utječu na motivaciju donatora. Rezultate bi trebalo dodatno potvrditi na većem uzorku u budućim istraživanjima.
Abstract (english)
Nonprofit organizations are a corporation or an association that conducts business for the benefit of the general public without a profit motive. The success of nonprofit organizations depends on the marketing performance they are implementing. Nonprofit marketing is defined as the application of marketing concepts and management to nonprofit organisations used for improving planning, execution, distribution and communication activity of organization without a profit motiv. Targeted groups towards which nonprofit organization aim marketing activities are users, donors, mediator, volunteers and employees. The most important target group are donors because they provide the necessary resources for nonprofit organizations. Purpose of the work was to study influence of marketing activities of nonprofit organizations on donors motivation and marketing activities of nonprofit organization are case for support, promotion and relationship marketing. A total of 161 existing and potential donors responded to the survey. Results of research showed that case for support doesn't have positive influence on donors motivation, but promotion and relationship marketing have positive influence on donors motivation. Future research would benefit from the use of a larger sample of donors.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:327554
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 on2017-07-06 12:51:47