engleski

Internal Marketing in Profit and Non-profit Organizations' Contribution to Democratization

The processes of democratization in South-East European states in transition have taken an identifiable course. Many expected the processes of democratization in Croatia to move faster than in neighbouring eastern countries. Since this outcome is not unilaterally the case, means for expediting the democratic process are being sought in all areas of public activity. This paper change behavior, primarily of the employees towards their environment, creating thus the presuppositions for a faster development and advancement to a political democracy. The samplesof business and non business entities used did not produce valid and reliable conclusions about the possibilities of internal marketing instruments, but they didi provide hypothetical bases that can be further audited in practice. We expect that this work will provide an incentive for more comprehensive and detailed research in this area.

internal marketing; demokratization

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