engleski

Društveni marketing i uključivanje javnosti u zaštitu okoliša – Primjer grada Splita

Development of marketing conceptions led to a new way of thinking and directing marketing towards meeting the interests of society. The aims is to draw attention to the social marketing which are used by non-profit and public organizations for the purpose of eliminating social problems and increasing the welfare of society, through influence the attitudes and behaviours of citizens. Examination relevant literature we attempted to clarify its fundamental concepts and to provide relevant examples from the global practice. The study was conducted with the respondents from the town of Split by means of a questionnaire, the purpose of which was to establish the level of existing environmental awareness and engagement in eliminating the problems. We also looked into the level of familiarity of the citizens of Split with the work of the Department of Environmental Protection of the local self-government of the town of Split, and conducted an interview with some of the official representatives of the town of Split in order to determine the extent to which the officials themselves recognize and use the concept of social marketing. The results revealed an insufficient employment of the concept of social marketing, which they mainly equated with advertising. Furthermore, the citizens demonstrated a good understanding of environmental issues and willingness to change their behaviour into being socially responsible, except young age group of citizens which are least willing to change their attitude, so it is necessary to communicate environmental programs via social networks which they consider the most accessible. The local self-government should conduct studies on the citizens’ satisfaction, analyse the examples of good practice, implement concept of social marketing in the work, and collaborate with schools, faculties ...in order to raise the citizens’ awareness and to encourage them to actively think and act for the purpose of preserving their environment.

social marketing, public and non-profit sector, local self-government of the town of Split

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