Marketing in Civil Society Organizations in Uruguay. Its Degree of Integration as a Tool to Obtain the Cooperation of Companies

Oscar Daniel Licandro and Maria Noel Villarmarzo

No 192, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: This document provides a summary of the results of a qualitative study on the adoption of Marketing practices by Civil Society Organizations (CSOs) in Uruguay. The first part proposes a definition of CSO and suggests some marketing concepts specific to CSOs, with particular emphasis on de cooperation with private companies. The second part presents a summary of the information gathered, placing emphasis on the funding of CSOs, their vision of marketing as an organizational function, the value they exchange with companies and the tactics they use to understand the company motivations, communicate with them and to sell them their proposals.

Keywords: Civil Society Organizations; Non-Profit Organizations; Social Marketing; Social Product (search for similar items in EconPapers)
Date: 2010-07-05
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