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Challenges of marketing management in the non- governmental sector of south-eastern Europe in the context of global recession

During the process of social and economic transition in the SEE countries numerous non- governmental organisations found a fertile ground for their activities. In spite of unstable political and general conditions these organisations have managed to survive and contribute to the creation of social capital. Nongovernmental organisations have gradually become efficient subjects of civil society (or the third sector) and their role in the processes of social and economic transition of post-communist societies was recognized and accepted by all the social participants, both domestic and from abroad. It is generally assumed that the turbulent processes of social and economic transition of these countries would have probably had a different course without the social engagement of nongovernmental organisations that catalysed and amortized the social processes in which they took part. The main goal of this paper is to point out the importance of applying the marketing concept integrated into the crisis management of nongovernmental organisations (NGOs) in transitional countries of South- Eastern Europe (SEE) during the economic recession starting in 2008. Although the main purpose of marketing is to secure the organisational survival on the public scene, this is also an opportunity for non- governmental organisations to additionally profile themselves and improve the image they have in society.

context; cooperation and partnership; crisis management; global recession; non-government organizations; social marketing

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