Društveni marketing u poslovanju neprofitnih organizacija
Social Marketing In Nonprofit Organisations

Summary/Abstract: Increasing competition makes the operation of the nonprofit sector even more demanding. Today, nonprofit organizations are forced to compete for funds аnd/or volunteers, as well as to find new ways to ensure the acomplishement of their mission and their survival on the modern markets . The necessity of a flexible market behavior is an imperarive 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.

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