engleski

E-Marketing Model of Humanitarian and Religious Organizations in Terms of Developed e-Business

The underlying assumption for making a conceptual descriptive model of e-Marketing of humanitarian and religious organizations in information society is transformation of marketing into an information-communication process with a goal of creating information superiority via communication processes within consumer relations management frames. An important assumption of this model is the creation of a value chain for offers made by humanitarian and religious organizations in order to ensure additional benefits for appropriate consumers. Such a model should utilize potentials offered by modern ICT and follow e-Marketing process principles on the one hand, and parameters defined by possible forms of e-Commerce on the other. The final conceptual descriptive model of e-Marketing suitable to such organizations has to be applicative, take into account the basic principles of social marketing, i.e. it has to be adapted to specific nature of their ‘business’, since their primary goal is not profit creation ; rather, they aim to satisfy certain social and spiritual needs of their users (transfers).

humanitarian organizations; religious organizations; e-Marketing; e-Business; e-Commerce; ICT

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