engleski

Problems of Nonprofit Implementation in the Republic of Croatia

The level of nonprofit marketing implementation in Croatian societal tissue is indeed minimal, the basic reasons being primarily the nonprofit subjects', i.e., nonprofit organizations, and thus nonprofit activities', categorial undefinedness, followed by an insufficient marketing implementation in economic subjects as well, consequently with an almost complete ignorance of possible nonprofit marketing implementation modalities in nonprofit organizations. As a recent research in the subject problematic is nonexistent, the paper analyzed the existent situation using the descriptive method, while the inductive method aimed to demonstrate the trends of nonprofit marketing implementation in the Republic of Croatia. An important supposition for an overall nonprofit marketing implementation in the Republic of Croatia is a principal solution to the economic problems to a maximal part and the existence of more significant marketing implementation experiences, naturally implying the general positive ones as well. Evidently, none of these suppositions has been realized in Croatia. In certain aspect, nonprofit marketing represents marketing socialization as a business conception as well as certain life and behavioral philosophy. Nonprofit marketing thus represents an operationalization and instrumentalization of an indubitably necessary interaction on marketing - society relation, which is evidently still very significantly lacking in Croatia.

Croatia; marketing; marketing implementation; nonprofit marketing

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