Marketing strategies in NGO´s in Slovakia

Michaela Hromková (), Jana Keketiová () and Thorsten Eidenmüller ()
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Michaela Hromková: Trnava University in Trnava Slovakia
Jana Keketiová: Trnava University in Trnava Slovakia
Thorsten Eidenmüller: Allensbach University Germany

Zeitschrift für interdisziplinäre ökonomische Forschung, 2017, issue 01, 4-12

Abstract: The presented article aims at marketing strategies adopted by organisations in the non-profit sector, as one of a few works in Slovakia dealing with this issue. Several scientific disciplines merged, or coincided, to integrate in the field of social services, which is undoubtedly the consequence of a growing need for competitiveness of organisations providing social services. The research was conducted in the second quarter of 2016 on a sample of selected NGO´s in two major cities in the West-Slovakia region Bratislava and Trnava (n=46). It flows from the results of the questionnaires and statistical processing of the obtained data that non-profit organisations (NGO´s) try to incorporate marketing strategies in their day-today activities, mainly due to their effort to improve the quality of the provided social services and customer retention.

Keywords: marketing; marketing in non-profit sector; trends in marketing in non-profit sector; marketing strategies; marketing strategies in non-profit sector (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:ris:zfioef:0090

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