Специфичностите на маркетинг-миксот за непрофитните организации
The specificity of marketing mix for non=profit organizations

Summary/Abstract: Modern civilizations have paid more attention to the non-profit sector. Management of the non-profit sector has been the subject of a number of research papers, whose primary aim has been to relate the experience gained from the business sector to the non-profit sector. The services offered by non-profit organizations are of such character that it would not be appropriate for these services to be offered by a government or business sector. A growing trend is for countries to allocate additional responsibilities to non-governmental organizations. Despite the growth of social requirements confronting non-profit organizations they continue to face frequent problems in obtaining the financial means for maintaining operations. The need for financial support leads to the increased expectation for the non-profits to pay better attention to attracting new donors while maintaining their relationships with existing donors. In order to achieve financial goals, the management of non-profit organizations need to focus on the successful marketing of their respective organization. Thus, subject of this work is to explain the principles of marketing mix in non-profit organizations. Taking into consideration permanent insufficient application of marketing in the non-profit organizations in our country, this work can be of use to non-profit organizations in the Republic of Macedonia as a practical means in their daily work and to achieve an increased amount of financial support.

• Details
• Contents