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@inproceedings{46300, author = {Duháček Šebestová, Jarmila and Palová, Zuzana}, address = {Chemnitz}, booktitle = {Opportunities and Threats to Current Management of Non-profit Organizations in Cross-border Comparison 2020}, editor = {Kresa Zdeněk}, keywords = {CSR; hybrid marketing; social marketing}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Chemnitz}, isbn = {978-3-86367-063-4}, pages = {116-237}, publisher = {Verlag der GUC}, title = {Hybrid Marketing of Non-Governmental Non-Profit Organizations}, year = {2020} }
TY - JOUR ID - 46300 AU - Duháček Šebestová, Jarmila - Palová, Zuzana PY - 2020 TI - Hybrid Marketing of Non-Governmental Non-Profit Organizations PB - Verlag der GUC CY - Chemnitz SN - 9783863670634 KW - CSR KW - hybrid marketing KW - social marketing N2 - 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. ER -
DUHÁČEK ŠEBESTOVÁ, Jarmila a Zuzana PALOVÁ. Hybrid Marketing of Non-Governmental Non-Profit Organizations. In Kresa Zdeněk. \textit{Opportunities and Threats to Current Management of Non-profit Organizations in Cross-border Comparison 2020}. Chemnitz: Verlag der GUC, 2020, s.~116-237. ISBN~978-3-86367-063-4.
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