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 ca...

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Main Author: Antal Balog
Format: Article
Language:English
Published: University of Split, Faculty of Economics 2015-01-01
Series:Management : Journal of Contemporary Management Issues
Subjects:
Online Access:http://hrcak.srce.hr/file/221546
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author Antal Balog
author_facet Antal Balog
author_sort Antal Balog
collection DOAJ
description 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. Non-governmental 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 non-governmental 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 non-governmental 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.
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spelling doaj.art-c99be25e0f574ee78d9bdc6389baf52e2022-12-21T23:29:45ZengUniversity of Split, Faculty of EconomicsManagement : Journal of Contemporary Management Issues1331-01941846-33632015-01-0120293113Challenges of marketing management in the non-governmental sector of South-Eastern Europe in the context of global recessionAntal Balog0University of Applied Sciences Baltazar Zaprešić, Zaprešić, CroatiaDuring 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. Non-governmental 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 non-governmental 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 non-governmental 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.http://hrcak.srce.hr/file/221546contextcooperation and partnershipcrisis managementglobal recessionnon-governmental organizationssocial marketing
spellingShingle Antal Balog
Challenges of marketing management in the non-governmental sector of South-Eastern Europe in the context of global recession
Management : Journal of Contemporary Management Issues
context
cooperation and partnership
crisis management
global recession
non-governmental organizations
social marketing
title Challenges of marketing management in the non-governmental sector of South-Eastern Europe in the context of global recession
title_full Challenges of marketing management in the non-governmental sector of South-Eastern Europe in the context of global recession
title_fullStr Challenges of marketing management in the non-governmental sector of South-Eastern Europe in the context of global recession
title_full_unstemmed Challenges of marketing management in the non-governmental sector of South-Eastern Europe in the context of global recession
title_short Challenges of marketing management in the non-governmental sector of South-Eastern Europe in the context of global recession
title_sort challenges of marketing management in the non governmental sector of south eastern europe in the context of global recession
topic context
cooperation and partnership
crisis management
global recession
non-governmental organizations
social marketing
url http://hrcak.srce.hr/file/221546
work_keys_str_mv AT antalbalog challengesofmarketingmanagementinthenongovernmentalsectorofsoutheasterneuropeinthecontextofglobalrecession