Detailed Information on Publication Record
2020
Hybrid Marketing of Non-Governmental Non-Profit Organizations
DUHÁČEK ŠEBESTOVÁ, Jarmila and Zuzana PALOVÁBasic 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.