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master's thesis
Marketing strategija neprofitne organizacije na primjeru Zelena Istra
Diplomski rad
2024. urn:nbn:hr:145:359916
Milić, Ivana
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Milić, I. (2024). Marketing strategija neprofitne organizacije na primjeru Zelena Istra : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:359916

Milić, Ivana. "Marketing strategija neprofitne organizacije na primjeru Zelena Istra : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:359916

Milić, Ivana. "Marketing strategija neprofitne organizacije na primjeru Zelena Istra : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2024. https://urn.nsk.hr/urn:nbn:hr:145:359916

Milić, I. (2024). 'Marketing strategija neprofitne organizacije na primjeru Zelena Istra : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 18 February 2025, https://urn.nsk.hr/urn:nbn:hr:145:359916

Milić I. Marketing strategija neprofitne organizacije na primjeru Zelena Istra : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 February 18] Available at: https://urn.nsk.hr/urn:nbn:hr:145:359916

I. Milić, "Marketing strategija neprofitne organizacije na primjeru Zelena Istra : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:145:359916

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Metadata
TitleMarketing strategija neprofitne organizacije na primjeru Zelena Istra : Diplomski rad
Title (english)Marketing strategy of a nonprofit organization: Green Istria : Final paper
AuthorIvana Milić
MentorMirna Leko Šimić (mentor)
Committee memberDavorin Turkalj (predsjednik povjerenstva)
Committee memberMirna Leko Šimić (član povjerenstva)
Committee memberIvan Kelić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Neprofitne organizacije imaju ključnu ulogu u društvenom razvoju, usmjeravajući svoje napore na rješavanje važnih društvenih, ekoloških i humanitarnih izazova, bez težnje za ostvarivanjem profita. U Hrvatskoj sektor neprofitnih organizacija sve je prisutniji i značajniji. Osigurava raznovrsne usluge od javnog interesa i doprinosi razvoju civilnog društva. U tom kontekstu marketing postaje ključan alat ovih organizacija, omogućuje da efikasno komuniciraju svoju misiju, mobiliziraju resurse i održavaju stabilnost svojih aktivnosti. Ovaj rad fokusira se na analizu marketinških strategija neprofitne organizacije Zelena Istra, koja se bavi zaštitom okoliša i promicanjem održivog razvoja u Istri. Cilj rada je istražiti kako Zelena Istra koristi različite marketinške alate za promociju svojih inicijativa, privlačenje podrške i osiguranje dugoročne održivosti. U radu će biti analizirane metode prikupljanja sredstava, marketinške komunikacije te će biti provedena detaljna SWOT analiza i identifikacija marketinškog miksa (7P).
Abstract (english)
Non-profit organizations have a key role to play in social development, focusing their efforts on addressing important social, environmental and humanitarian challenges, without striving to make a profit. In Croatia, the sector of non-profit organizations is increasingly present and important. It provides a variety of services of public interest and contributes to the development of civil society. In this context, marketing becomes a key tool of these organizations, it enables them to effectively communicate their mission, mobilize resources and maintain the stability of their activities. This paper focuses on the analysis of marketing strategies of the non-profit organization Zelena Istra, which deals with environmental protection and promotion of sustainable development in Istria. The aim of the paper is to investigate how Zelena Istra uses various marketing tools to promote its initiatives, attract support and ensure long-term sustainability. The paper will analyze the methods of fundraising, marketing communication, and will carry out a detailed SWOT analysis and identification of the marketing mix (7P).
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:359916
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2025-01-29 16:50:36