20.500.12556/DKUM-97407 Identifying marketing tools to promote the development of the knowledge economy the case of Lithuania Identifikacija marketinških orodij za spodbujanje razvoja ekonomije znanja Background/Purpose: The research aims to identify marketing tools that promote the development of the knowledge economy and to design a development model grounded in the research findings. This paper analyses the theoretical aspects of non-profit, social, and political marketing, introduces the concept of self-segmentation, and proposes a strategy to transform society’s readiness to foster the values of the knowledge economy. Methods: The research was carried out in two successive stages. The first stage consisted of three separate sub-studies: a case study, quantitative descriptive research, and qualitative exploratory research. The second stage encompassed designing the model based on the findings. Results: After conducting the case study, secondary impact factors of the tools were identified, influencing the choice of tools or the formation of their set. Following the study of the survey results, groups of high-priority marketing tools were distinguished. Based on the results of the expert evaluation, a set of the most commonly proposed marketing tools was compiled. As a result of the conducted research, a coherent five-stage model for promoting the development of the knowledge economy was created. Conclusion: The model reflects key ideas: the choice of marketing tools is determined by the readiness and openness of the society to accept ideas; the success of dissemination is determined by inter-institutional cooperation; effective dissemination requires identification of the target consumer audience; and a set of marketing tools is designed on the basis of the results of continuous data analysis. Ozadje/Namen: Namen raziskave je identificirati marketinška orodja, ki spodbujajo razvoj ekonomije znanja, ter oblikovati razvojni model, utemeljen na empiričnih rezultatih. Prispevek analizira teoretične vidike neprofitnega, socialnega in političnega marketinga, uvaja koncept samo-segmentacije ter predlaga strategijo za krepitev družbene pripravljenosti na uveljavljanje vrednot ekonomije znanja. Metode: Raziskava je bila izvedena v dveh zaporednih fazah. Prva faza je zajemala tri delne študije: študijo primera, kvantitativno deskriptivno raziskavo in kvalitativno eksploratorno raziskavo. Druga faza je vključevala oblikovanje razvojnega modela na podlagi ugotovitev iz prve faze. Rezultati: Študija primera je omogočila identifikacijo sekundarnih dejavnikov vpliva, ki določajo izbor posameznih orodij ali oblikovanje njihovega celostnega nabora. Analiza anketnih podatkov je razkrila skupine najpomembnejših marketinških orodij. Na podlagi ekspertnih ocen je bil oblikovan nabor najpogosteje predlaganih orodij. Celovita sinteza rezultatov je privedla do oblikovanja usklajenega petstopenjskega modela za spodbujanje razvoja ekonomije znanja. Zaključek: Predlagani model odraža ključna spoznanja: izbira marketinških orodij je pogojena s pripravljenostjo in odprtostjo družbe za sprejemanje novih idej; uspešnost diseminacije je odvisna od medinstitucionalnega sodelovanja; učinkovita diseminacija zahteva jasno opredeljeno ciljno publiko; nabor marketinških orodij pa mora temeljiti na rezultatih nenehne analize podatkov. knowledge economy marketing tools development model societal readiness Lithuania ekonomija znanja marketinška orodja razvojni model družbena pripravljenost Litva true true true Angleški jezik Slovenski jezik Neznano 2026-03-04 10:04:30 2026-03-04 10:04:31 2026-03-05 03:13:31 0000-00-00 00:00:00 2026 0 0 str. 55-70 issue 1 Vol. 59 2026 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2026-01-01 658.8(474.5) 270384899 10.2478/orga-2026-0004 1318-5454 https://organizacija.fov.um.si/sl/stevilke/let-59-st-1-2026/ 1 2858b380-17a9-11f1-aa76-00155d580e1a https://dk.um.si/Dokument.php?lang=slv&id=204233 RAZ_Sneideriene_Agne_2026.pdf RAZ_Sneideriene_Agne_2026.pdf 1 026B7B155FE2A5BD8A169CAC904DD482 d65c8da33a4f7fb93f0a3b609f3df2c5f2dae55c1e0740e0581b238296948e32 534260d8-17a9-11f1-aa76-00155d580e1a https://dk.um.si/Dokument.php?lang=slv&id=204234 Fakulteta za organizacijske vede Organizacija 0 0 0