engleski

Humanitarian Organizations' Marketing Challenges in Transitional Economies

In this article, the authors stress the real, as well as potential, importance of humanitarian organizations in process of improving quality of life in Croatia, primarily having in mind the war and post-war crisis. In addition to that, specificity of the role of humanitarian organizations and marketing in respect to rebuild and developing Croatia in both material and social meaning, has to be taken into consideration. The authors are introducing a short general analysis of capabilities of implementing marketing in humanitarian organizations. They also analyze a concrete application of marketing of humanitarian organizations providing specific concrete example of an humanitarian organization in Croatia.

Humanitarian Organizations; Marketing; Entrepreneurial

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