engleski

ew "Marketing Language" and tools as a result of change due to the pandemic

The quality of marketing activities of non-profit organizations is a major factor in their success. The pandemic that started a couple of years ago significantly affected the way non-profit organizations operate, that is, it forced them to change. Marketing mix also had to change to stay relevant. This paper explores what kind of changes happened among Croatian non-profit organizations and how organizations have been transformed to remain relevant in the market. In addition, the authors map the new language of marketing, that is, which new words from the English language have entered everyday use and whether they have the same meaning for all stakeholders. The new educations and tools that organizations use are originally in English. During the pandemics, English language was mainly used for communicating all types of information on the global level, mostly in written, but also in oral form. Therefore, the knowledge of the English language was essential for everyday communication, and as a result, there are a number of English terms continued to be used in this specific field in the Croatian language. This paper provides suggestions for further research into the impact of the COVID 19 pandemic on the marketing activities of the Croatian non-profit sector.

non-profit organisations marketing, organisational changes, pandemic, English language

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