D 2020

Hybrid Marketing of Non-Governmental Non-Profit Organizations

DUHÁČEK ŠEBESTOVÁ, Jarmila and Zuzana PALOVÁ

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

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50204 Business and management

Country of publisher

Germany

Confidentiality degree

není předmětem státního či obchodního tajemství

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
Změněno: 11/4/2023 22:38, Miroslava Snopková

Abstract

V originále

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.
Displayed: 2/11/2024 13:05