Marketing Management in Nonprofit Organisations – Public Library Zadar

U ovom radu ukazuje se na važnost i nužnost marketinga u neprofitnim organizacijama. Neprofitne organizacije dugo su imale tendenciju zanemarivanja marketinga u svom poslovanju jer se smatralo da im osnovna svrha nije ostvarivanje profita, već javni interes. No pokazalo se da je okretanje prema željama i potrebama korisnika dovelo do većeg broja korisnika, a time se stvorilo i pozitivno ozračje za financiranje njihovih djelatnosti. Kvalitetno upravljanje neprofitnim organizacijama od temeljne je važnosti u ostvarivanju njihovih ciljeva, što je ovim radom istaknuto. Razvojem marketinga unutar neprofitnih organizacija i knjižnice imaju priliku primijeniti njegove zakonitosti s ciljem ostvarivanja svoje svrhe i poslanja. Gradska knjižnica Zadar zadnjih dvadesetak godina sudjeluje u oblikovanju kulturološke slike Zadra i kao takva izabrana je za primjer dobre prakse primjene marketinga u neprofitnoj organizaciji. U radu je prikazan način njenog poslovanja i marketinški koncept koji je zaslužan za njen izvanredan uspjeh.This work emphasises the value and necessity of marketing in nonprofit organisations. For a long time nonprofit organisations had a tendency of neglecting marketing in their business operations because of the general opinion that their main purpose wasn’t profit but public interest. However, it has been shown that listening to the wishes and needs of the users has lead to their increased numbers which further on created a positive atmosphere for financing the work of a nonprofit. High quality management of nonprofit organisations is of fundamental importance in achieving their goals. With the development of marketing within nonprofit organisations libraries have an opportunity to apply its potential towards the goal of achieving their purpose. For the last 20 years, the City Library Zadar has been participating in the creation of Zadar’s cultural image and as such has been chosen as an example of good practice in implementing marketing in a nonprofit organisation. Its way of doing business and its marketing concept responsible for its extraordinary success are showcased in this work