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

Duje Rađa (2016)
University of Split
Faculty of economics Split
Metadata
TitlePRIMJENA TIPOLOGIJE MARKETINŠKIH STRATEGIJA U NEPROFITNIM ORGANIZACIJAMA S ASPEKTA DONATORA : Diplomski rad
AuthorDuje 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.
KeywordsNon-profit organization marketing strategies donors
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 date2016-09
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 typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:715110
CommitterIvana Gizdić