prikaz prve stranice dokumenta Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ)
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master's thesis
Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ)
Diplomski rad
2024. urn:nbn:hr:145:841304
Čolina, Matej
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

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Čolina, M. (2024). Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ) : 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:145:841304

Čolina, Matej. "Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ) : 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:145:841304

Čolina, Matej. "Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ) : 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:145:841304

Čolina, M. (2024). 'Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ) : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 22 January 2025, https://urn.nsk.hr/urn:nbn:hr:145:841304

Čolina M. Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ) : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2024 [cited 2025 January 22] Available at: https://urn.nsk.hr/urn:nbn:hr:145:841304

M. Čolina, "Analiza marketing strategije neprofitne organizacije (Hrvatski Crveni križ) : 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:145:841304

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Metadata
TitleAnaliza marketing strategije neprofitne organizacije (Hrvatski Crveni križ) : Diplomski rad
Title (english)Nonprofit organization marketing strategy analysis (Croatian Red Cross) : Graduate paper
AuthorMatej Čolina
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
U radu je izvršena analiza marketing strategije odabrane neprofitne organizacije, a to je Hrvatski Crveni križ. U teorijskom dijelu rada utvrđena je važna uloga i značaj marketinga neprofitnih organizacija, bez obzira na to što iste za cilj nemaju stvaranje profita. Marketing i marketing strategije neprofitnim organizacijama pospješuju obavljane misije, svrhe i ciljeva, a također djeluju pozitivno i na njihovu konkurentnost. Međutim, s obzirom na brojne specifičnosti neprofitnih u odnosu na profitne organizacije, i marketing strategije posjeduju određene specifičnosti, kao što su specifičnosti marketing miksa te orijentiranost na određenu skupinu dionika. U praktičnom dijelu rada izvršena je analiza marketing strategije Hrvatskog Crvenog križa. Utvrđene su strateške odrednice organizacije te je izvršena analiza elemenata marketing miksa. Analiza korištenih marketing strategija ukazala je i na određene nedostatke i izazove, shodno čemu su iznijeti prijedlozi poboljšana marketing aktivnosti.
Abstract (english)
The paper analyzes the marketing strategy of the selected non-profit organization, the Croatian Red Cross. In the theoretical part of the work, the important role and significance of marketing of non-profit organizations was determined, regardless of the fact that they do not aim to generate profit. Marketing and marketing strategies enhance the mission, purpose, and goals of non-profit organizations, and also positively impact their competitiveness. However, due to the numerous specificities of non-profit compared to for-profit organizations, marketing strategies also have certain specific characteristics, such as the specifics of the marketing mix and orientation towards a particular group of stakeholders. The practical part of the paper analyzes the marketing strategy of the Croatian Red Cross. The strategic determinants of the organization were identified, and an analysis of the elements of the marketing mix was carried out. he analysis of the used marketing strategies also pointed to certain shortcomings and challenges, according to which proposals for improved marketing activities were presented.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:841304
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 on2025-01-17 15:07:57