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Marketing strategies in NGO´s in Slovakia


  • Hromková, Michaela

    () (Trnava University in Trnava Slovakia)

  • Keketiová, Jana

    () (Trnava University in Trnava Slovakia)

  • Eidenmüller, Thorsten

    () (Allensbach University Germany)


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.

Suggested Citation

  • Hromková, Michaela & Keketiová, Jana & Eidenmüller, Thorsten, 2017. "Marketing strategies in NGO´s in Slovakia," Zeitschrift für interdisziplinäre ökonomische Forschung, Allensbach Hochschule, issue 01, pages 4-12, June.
  • Handle: RePEc:ris:zfioef:0090

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    More about this item


    marketing; marketing in non-profit sector; trends in marketing in non-profit sector; marketing strategies; marketing strategies in non-profit sector;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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