master's thesis
PRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA KORISNIKA

Martina Samardžić (2016)
University of Split
Faculty of economics Split
Metadata
TitlePRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA KORISNIKA : Diplomski rad
AuthorMartina Samardžić
Mentor(s)Daša Dragnić (thesis advisor)
Abstract
Neprofitni sektor postaje sve značajniji čimbenik u gospodarstvu svake države. Zbog svog sve većeg značaja i konkurencije koja se javlja, ovaj sektor postaje svjestan važnosti marketinga u svom djelovanju iako su i dalje prvenstveno usmjereni na prodajne i promotivne aktivnosti. Razlog tomu moguće leži u nedostatku teorije, kako i empirije koja pokriva navedeno područje te daje univerzalne i primjenjive marketinške strategije i tehnike. Istodobno niti u profitnom sektoru ne postoji cjelovit pristup marketinškoj strategiji ili su te cjelovite strategije nedovoljno precizne i preopćenite. Predmet istraživanja je tipologija marketinških strategija u neprofitnim organizacijama s aspekta jedne skupine ključnih dionika – korisnika, metodom studije slučaja na namjernom uzorku humanitarnih organizacija. Cilj ovog rada je kritički prikaz postojećih teorijskih i empirijskih spoznaja, ispitivanje primjenjivosti tipologije integriranih marketinških strategija te provjera primjenjivosti metodologije identificiranja i vrsta marketinških strategija. Istraživanje je bilo kvalitativno, a kao instrument istraživanja korišten je strukturirani upitnik u metodi studije slučaja. Rezultati istraživanja su pokazali da je korišteni upitnik primjenjiv u neprofitnom sektoru zbog visoke stope razumljivosti što potvrđuje primjenjivost metodologije te je empirijski dokazano da je navedena tipologija primjenjva u neprofitnom sektoru odnosno identificirane su vrste strategija.
Keywordsnonprofit organizations marketing strategy users
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeBusiness Studies
Academic title abbreviationmag. oec.
Genremaster's thesis
Language Croatian
Defense date2016-08
Parallel abstract (English)
Non-profit sector is becoming an increasingly important factor in the economy of each country. Because of its growing importance and competition that occurs, this sector is becoming aware of the importance of marketing in their work, although they are still primarily focused on sales and promotional activities. The reason for this lies in the lack of possible theories of how and empirical data covering the specified area, and provides a universal and applicable marketing strategies and techniques. At the same time, in the profit sector, there is no holistic approach to marketing strategy and the overall strategy and insufficiently precise and too broad. The research topic is the typology of marketing strategies in non-profit organizations in terms of a set of key stakeholders - users, method of case studies on the deliberate pattern of humanitarian organizations. The purpose of this work is critical review of existing theoretical and empirical knowledge, testing the applicability of typology of integrated marketing strategies and test the applicability of the methodology and identifying types of marketing strategies. The study was qualitative, and as an instrument of research used a structured questionnaire in the case study method. The results showed that the questionnaire used is applicable in the non-profit sector because of high rates of intelligibility which confirms the applicability of the methodology and empirically proven to be listed typology applied in the nonprofit sector and identified the types of strategies.
Parallel keywords (Croatian)neprofitne organizacije marketing strategija korisnici
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:838128
CommitterIvana Gizdić