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master's thesis
Upravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar
2016. urn:nbn:hr:162:746214
Karuza, Irina
University of Zadar
Department of Economics

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Karuza, I. (2016). Upravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar (Master's thesis). Zadar: University of Zadar. Retrieved from https://urn.nsk.hr/urn:nbn:hr:162:746214

Karuza, Irina. "Upravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar." Master's thesis, University of Zadar, 2016. https://urn.nsk.hr/urn:nbn:hr:162:746214

Karuza, Irina. "Upravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar." Master's thesis, University of Zadar, 2016. https://urn.nsk.hr/urn:nbn:hr:162:746214

Karuza, I. (2016). 'Upravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar', Master's thesis, University of Zadar, accessed 25 December 2024, https://urn.nsk.hr/urn:nbn:hr:162:746214

Karuza I. Upravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar [Master's thesis]. Zadar: University of Zadar; 2016 [cited 2024 December 25] Available at: https://urn.nsk.hr/urn:nbn:hr:162:746214

I. Karuza, "Upravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar", Master's thesis, University of Zadar, Zadar, 2016. Available at: https://urn.nsk.hr/urn:nbn:hr:162:746214

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Metadata
TitleUpravljanje marketingom u neprofitnim organizacijama na primjeru Gradske knjižnice Zadar
Title (english)Marketing Management in Nonprofit Organisations – Public Library Zadar
AuthorIrina Karuza
MentorAleksandra Krajnović (mentor)
Committee memberAnita Peša (predsjednik povjerenstva)
Committee memberMladen Rajko (član povjerenstva)
Committee memberAleksandra Krajnović (član povjerenstva)
GranterUniversity of Zadar
(Department of Economics)
Zadar
Defense date and country2016-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom radu ukazuje se na važnost i nužnost marketinga u neprofitnim organizacijama. Neprofitne organizacije dugo su imale tendenciju zanemarivanja marketinga u svom poslovanju jer se smatralo da im osnovna svrha nije ostvarivanje profita, već javni interes. No pokazalo se da je okretanje prema željama i potrebama korisnika dovelo do većeg broja korisnika, a time se stvorilo i pozitivno ozračje za financiranje njihovih djelatnosti. Kvalitetno upravljanje neprofitnim organizacijama od temeljne je važnosti u ostvarivanju njihovih ciljeva, što je ovim radom istaknuto. Razvojem marketinga unutar neprofitnih organizacija i knjižnice imaju priliku primijeniti njegove zakonitosti s ciljem ostvarivanja svoje svrhe i poslanja. Gradska knjižnica Zadar zadnjih dvadesetak godina sudjeluje u oblikovanju kulturološke slike Zadra i kao takva izabrana je za primjer dobre prakse primjene marketinga u neprofitnoj organizaciji. U radu je prikazan način njenog poslovanja i marketinški koncept koji je zaslužan za njen izvanredan uspjeh.
Abstract (english)
This work emphasises the value and necessity of marketing in nonprofit organisations. For a long time nonprofit organisations had a tendency of neglecting marketing in their business operations because of the general opinion that their main purpose wasn’t profit but public interest. However, it has been shown that listening to the wishes and needs of the users has lead to their increased numbers which further on created a positive atmosphere for financing the work of a nonprofit. High quality management of nonprofit organisations is of fundamental importance in achieving their goals. With the development of marketing within nonprofit organisations libraries have an opportunity to apply its potential towards the goal of achieving their purpose. For the last 20 years, the City Library Zadar has been participating in the creation of Zadar’s cultural image and as such has been chosen as an example of good practice in implementing marketing in a nonprofit organisation. Its way of doing business and its marketing concept responsible for its extraordinary success are showcased in this work.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:162:746214
Study programmeTitle: Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2016-10-11 13:32:10