Uloga marketinga u ustanovama neprofitnog tipa

Abstract(s)

In our country, the unprofitable oriented Institutions of Culture have started to apply, take over and develop the marketing methods and technics from the field of unprofitable sector. They are dealing with problems that request the existence and good coordination of the marketing team, disposing their actions accordingly to the cultural policy of their Institution. The central place of their interest is occupied by the positioning of the product (in this case – a programme) and the analysis of the market. Several segments form the overall picture of the marketing activity, and the Library of the City of Belgrade is one of the first Library in Serbia which has noticed the importance of the Marketing in unprofitable types of Institutions, and confirms it even today with its continuing activity in this domain.

Neprofitno orijentisane institucije kulture kod nas počele su da primenjuju, preuzimaju i razvijaju marketinške metode i tehnike iz oblasti profitnog sektora. Problemi sa kojima se suočavaju zahtevaju postojanje i dobru koordinaciju marketinš kog tima, koji usmerava svoje akcije u skladu sa kulturnom politikom ustanove. Centralno mesto njihovog interesovanja zauzima plasiranje proizvoda (programa) i analiza tržišta. Više segmenata čini zaokruženu sliku marketinškog delovanja, a Biblioteka grada Beograda jedna je od prvih biblioteka u Srbiji koja je uočila značaj marketinga u institucijama neprofitnog tipa, što i danas potvrđuje kontinuiranim delovanjem u ovoj oblasti.