Title Posebnosti neprofitnog marketinga Title (english) Specialties of non profit marketing Author Andrea Bahun Mentor Ariana Nefat (mentor)Committee member Ariana Nefat (predsjednik povjerenstva)Committee member Erik Ružić (član povjerenstva)Committee member Iva Slivar (član povjerenstva) Granter University of Pula Defense date and country 2018-09-26, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Neprofitne organizacije imaju društveno korisne ciljeve te koriste društvene i ekonomske metode. One se definiraju kao sve organizacije koje služe ostvarivanju nekog javnog interesa, ali im osnovna svrha postojanja nije ostvarivanje profita. Nastojeći promijeniti ono što se u društvu smatra lošim ili barem nedovoljno dobrim, neprofitne organizacije te pojedinci poduzimaju društvene akcije. Društvene akcije se mogu podijeliti na: instrumentalno –racionalne akcije, vrijednosno –racionalne akcije, tradicionalne akcije te afektivne akcije. Marketingom društvenih djelatnosti se obavezno mora ostvariti: istraživanje potreba za proizvodima društvenih djelatnosti, razvijanje odgovarajućih proizvoda društvenih djelatnosti za zadovoljavanje potreba te stvaranje povoljnog imidža. Društveni marketing se može shvatiti na dva načina: kao marketing primijenjen u izvan gospodarskim subjektima, tj. subjektima društvenih djelatnosti te kao marketing koji primjenjuje društvo, odnosno njegove institucije i asocijacije.Krajnji cilj društvenog marketinga je razvoj pojedinca, člana konkretnog društva što se postiže naobrazbom, kulturom, zdravstvenim tretmanom te djelovanjem dobrotvornih društava ili političkih stranaka. Društvene promjene su najvećim dijelom nekontrolirane, mogu imati osobitosti kao što su: smjer, intenzitet i brzina.Razlikuju se četiri modela usvajanja koji se razlikuju s obzirom na redoslijed učenja, prihvaćanja ideja i promjena stavova. Sve promjene se realiziraju putem masovnih medija.
Abstract (english) Non-profit organizations have socially useful goals and use social and economic methods. They are defined as all organizations that serve a public interest, but their basic purpose is not to make a profit.By trying to change what is considered to be bad or at least inadequately good, nonprofit organizations and individuals are taking social action. Social action can be divided into: instrumental -rational actions, value -rational actions, traditional actions and affective action.The marketing of social activities must be fulfilled: the research of needs for products of social activities, the development of suitable products of social activities to satisfy the needs and the creation of a favorable image.Social marketing can be understood in two ways: as a marketing applied to non-profit entities, ie to subjects of social activity, and as marketing applied by society, its institutions and associations. The ultimate goal of social marketing is the development of an individual, a member of a concrete society that is achieved through education, culture, healthcare and the activities of charities or political parties.Social changes are largely uncontrolled, they may have special features such as: direction, intensity and speed. There are four different adoption models that differ in terms of the order of learning, accepting ideas and changing attitudes. All changes are realized through mass media.
Keywords
neprofitna organizacija
marketing društvenih djelatnosti
društveni marketing
društvena promjena
Keywords (english)
nonprofit organization
marketing of social activities
social marketing
social change
Language croatian URN:NBN urn:nbn:hr:137:124545 Study programme Title: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics Type of resource Text File origin Born digital Access conditions Open access Terms of use Repository Digital Repository Juraj Dobrila University of Pula Created on 2018-10-10 08:06:00
