Društveni marketing u poslovanju neprofitnih organizacija

Abstract

Poslovanje neprofitnog sektora u uslovima povećane konkurencije sve je zahtevnije. Danas su neprofitne organizacije prinuđene da se takmiče za fondove i/ili volontere, kako bi osigurale mogućnosti za ostvarenje misije i opstanak na tržištu. Neophodnost fleksibilnog ponašanja, u skladu sa zahtevima tržišta, imperativ je koji nameće i potrebu primene marketinga kao strateški važnog pitanja za održivi razvoj neprofitnih subjekata. Postizanje boljih performansi biće jednostavnije ukoliko se integrišu pristupi primene društvenog marketinga, a što može biti dobra osnova za kreiranje bolje reputacije i pozicioniranje. Imajući to u vidu, kao i činjenicu da neprofitne organizacije doprinose izgradnji vrednosnih sistema u društvu i brinu za njegovo opšte dobro, ovaj rad ima za cilj da rasvetli i podstakne primenu društvenog marketinga u neprofitnim organizacijama, ističući njegov značaj u poslovanju, mogućnost dostizanja boljih performansi i veće šanse za pristup fondovima.

Increasing competition makes the operation of the nonprofit sector even more demanding. Today, nonprofit organizations are forced to compete for funds and/or volunteers, as well as to find new ways to ensure the accomplishment of their mission and their survival on the modern markets . The necessity of a flexible market behavior is an imperative imposing a new obligation to use marketing as a strategically important tool for the sustainable development of nonprofit entities. The integration of approaches to social marketing leads to better performance, and, at the same time, makes a sound basis for creating better reputation and positioning. Considering the fact that nonprofit organizations contribute to the development of value systems in a society and greater care for its common good, this paper aims to clarify important issues related to the application of social marketing in nonprofit organizations, and to emphasize its importance in business, the possibility of achieving better performance and greater opportunities for access to funds.