E-Marketing model of humanitarian and religious organizations in terms of developed e-Business

Abstract

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).