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A model for implementing marketing in religious organisations in a virtual environment

Author

Listed:
  • Stojanka Dukić

    (dux-MISSION d.o.o. Osijek, Croat)

  • Branimir Dukić

    (J. J. Strossmayer University of Osijek, Croatia)

  • Ivan Ružić

    (Belje d.d., Croatia)

Abstract

Due to the impact of Information and Communication Technologies(ICTs), many real-world processes have been replicated in the virtual world. However, religious organisations are conservative and traditional in this way. At any case, it is also a fact that religious organisations accept novelties with a delay, then gradually and systematically incorporating them. So it can be expected that marketing and ICTswill be formally accepted.This research aims to explore the potentials, and build a general optimum model of e-marketing inreligious organisations. The main research methods envisaged for this purposeare the in-depth interview, the analogy method, causal reasoning, and descriptive modelling. Astructural technological model tothe function of e-marketing inreligious organisationsis intended, allowing to facechallenges arising from the ICTsand the virtual world in the next ten years.

Suggested Citation

  • Stojanka Dukić & Branimir Dukić & Ivan Ružić, 2014. "A model for implementing marketing in religious organisations in a virtual environment," Responsibility and Sustainability, IAPNM LATAM, vol. 2(3), pages 26-42, September.
    • Handle: RePEc:ayu:journl:v:2:y:2014:i:3:p:26-42
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    More about this item

    Keywords

    religious organisations; nonprofit marketing; e-marketing; virtual society;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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