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Changes in the Legal System of the Non-governmental Organizations in the Czech Republic and the Possibilities for Innovation of Communication Policy in the Non-profit Sector

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dc.title Changes in the Legal System of the Non-governmental Organizations in the Czech Republic and the Possibilities for Innovation of Communication Policy in the Non-profit Sector en
dc.contributor.author Göttlichová, Marcela
dc.relation.ispartof Strategic Innovative Marketing
dc.identifier.issn 2198-7246 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn 978-3-319-33865-1
dc.identifier.isbn 978-3-319-33863-7
dc.date.issued 2017
dc.citation.spage 323
dc.citation.epage 329
dc.event.title 4th International Conference on Strategic Innovative Marketing (IC-SIM)
dc.event.location Mykonos
utb.event.state-en Greece
utb.event.state-cs Řecko
dc.event.sdate 2015-09-24
dc.event.edate 2015-09-27
dc.type conferenceObject
dc.language.iso en
dc.publisher Springer International Publishing AG
dc.identifier.doi 10.1007/978-3-319-33865-1_41
dc.relation.uri https://link.springer.com/chapter/10.1007/978-3-319-33865-1_41
dc.subject Non-governmental non-profit organizations en
dc.subject Promotion and marketing en
dc.subject Innovation en
dc.subject Communication policy en
dc.description.abstract The oversaturation of the consumer market and the increasing customers' resistance toward growing attack of diverse marketing tools forms is a typical attribute of today. It is not only the commercial sphere which is affected by the condition, but there is a still more significant need to "fight" for customers, however, also for the non-commercial entities, and thus earn their position in the market. In continuity with this fact, the increasing need to be able to efficiently address the existing as well as potential customers becomes more prominent. And it is here where innovative marketing plays a significant role in the form of identifying new ways and introducing new methods in promotion and medialization of products and services, i.e. in the communication policy. The study points to the current changes in the legal system of non-governmental organizations in the Czech Republic and outlines a possible path based on collaboration between the academic sphere and non-governmental organizations. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1007309
utb.identifier.obdid 43876960
utb.identifier.wok 000405332300041
utb.source d-wok
dc.date.accessioned 2017-09-03T21:40:11Z
dc.date.available 2017-09-03T21:40:11Z
utb.contributor.internalauthor Göttlichová, Marcela
utb.fulltext.affiliation Marcela Göttlichová M. Göttlichová (✉) Faculty of Multimedia Communications, Tomas Bata University in Zlín, Zlín 760 01, Czech Republic e-mail: gottlichova@fmk.utb.cz
utb.fulltext.dates -
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utb.fulltext.sponsorship -
utb.wos.affiliation [Gottlichova, Marcela] Tomas Bata Univ Zlin, Fac Multimedia Commun, Zlin 76001, Czech Republic
utb.fulltext.projects -
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