engleski

MARKETING OF NON-PROFIT ORGANIZATIONS IN ICT ENVIRONMENT

Technological advances and potentials offered by modern information and communication technology have allowed traditional manual form of operations to be increasingly replaced by so-called virtual world operations. Virtual business operations are carried out on a virtual market, which has the same rules in transactions as the traditional market, however, the transactions are conducted in very different circumstances, characterized by high level of transparency, high speed of transactions, large number of participants, and lack of physical interaction in terms of exchange of goods and payment. Everybody needs to adapt to these new operating conditions, both organizations working for profit and the non-profit ones. Information and communication technology has produced a special impact and changes in marketing of those non-profit organizations that function as agencies. Such organizations effect their interactions through virtual market, with organizations or individuals who are their sources of finance, as well as with those organizations or individuals to whom their activity is directed. Operating in such altered conditions implies not only a change in the system of promotional activities, but changes the whole marketing-mix. This in turn changes marketing aims and marketing implementation and control. Without a high quality, scientifically-based model approach it cannot be realistically expected that non-profit organizations will manage to adapt to the new conditions defined by information society.

non-profit organizations; marketing; ICT environment

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