DUHÁČEK ŠEBESTOVÁ, Jarmila and 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, 2020, p. 116-237. ISBN 978-3-86367-063-4.
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Basic information
Original name Hybrid Marketing of Non-Governmental Non-Profit Organizations
Authors DUHÁČEK ŠEBESTOVÁ, Jarmila and Zuzana PALOVÁ.
Edition Chemnitz, Opportunities and Threats to Current Management of Non-profit Organizations in Cross-border Comparison 2020, p. 116-237, 2020.
Publisher Verlag der GUC
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Germany
Confidentiality degree is not subject to a state or trade secret
Publication form printed version "print"
Organization unit School of Business Administration in Karvina
ISBN 978-3-86367-063-4
Keywords in English CSR; hybrid marketing; social marketing
Tags Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 11/4/2023 22:38.
Abstract
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.
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