DUHÁČEK ŠEBESTOVÁ, Jarmila a Zuzana PALOVÁ. Hybrid Marketing of Non-Governmental Non-Profit Organizations. In Kresa Zdeněk. Opportunities and Threats to Current Management of Non-profit Organizations in Cross-border Comparison 2020. Chemnitz: Verlag der GUC. s. 116-237. ISBN 978-3-86367-063-4. 2020.
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Základní údaje
Originální název Hybrid Marketing of Non-Governmental Non-Profit Organizations
Autoři DUHÁČEK ŠEBESTOVÁ, Jarmila a Zuzana PALOVÁ.
Vydání Chemnitz, Opportunities and Threats to Current Management of Non-profit Organizations in Cross-border Comparison 2020, s. 116-237, 2020.
Nakladatel Verlag der GUC
Další údaje
Originální jazyk angličtina
Typ výsledku Stať ve sborníku
Obor 50204 Business and management
Stát vydavatele Německo
Utajení není předmětem státního či obchodního tajemství
Forma vydání tištěná verze "print"
Organizační jednotka Obchodně podnikatelská fakulta v Karviné
ISBN 978-3-86367-063-4
Klíčová slova anglicky CSR; hybrid marketing; social marketing
Příznaky Recenzováno
Změnil Změnila: Miroslava Snopková, učo 43819. Změněno: 11. 4. 2023 22:38.
Anotace
Marketing in non-governmental non-profit organizations is used not only in relation to donors, but also to clients and it is often associated with a CSR approach and corporate philanthropy. The main idea of the article is based on the assumption that even social enterprises (in the form of a non-governmental non-profit organization) represent a hybrid organization between a non-profit and a company because they a multichannel is used for communication from donors and part of clients. The research problem will be explained based on a case study "Go Home with us". Portavita organization provide social services and, among other things, seeks to help young people leaving the children's home or alternative family care to start to stand on their own feet, especially in the area of housing. Therefore, they focused the marketing on gaining a partner (a profit organization) who helps them financially and with marketing services. Both companies have managed to find a synergistic effect by addressing their needs together.
VytisknoutZobrazeno: 28. 3. 2024 21:21