The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing
Not available until 9999-99-99
Use this link to cite
http://hdl.handle.net/2183/35269Collections
Metadata
Show full item recordTitle
The Role of Civil Society Organizations in Social Innovation as an Example of the New Social MarketingAuthor(s)
Date
2019Citation
Álvarez-García, B., Álvarez-González, L.I., Rey-García, M., Salido-Andrés, N., Sanzo-Pérez, M.J. (2019). The Role of Civil Society Organizations in Social Innovation as an Example of the New Social Marketing. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_15
Abstract
[Abstract]: The objective of the present case study is to describe to what extent the design and implementation of socially innovative activities and projects by Civil Society Organizations take into consideration the principles and tools of social marketing. With this objective, REAS (a Spanish Network of Alternative and Solidarity Economy Networks), and its online financial education platform economiasolidaria.org, has been selected as unit of analysis of the case. The empirical study developed reveals how REAS is effectively a nonprofit organiza- tion very oriented to the market, in the sense of adopting the concept of market- ing, and how marketing-mix variables (fundamentally, the variables product, place, and promotion) have been very important in the design, implementation, and dissemination of its online platform.
Keywords
Social marketing
Civil society organizations
Social innovation
Nonprofit sector
Solidarity economy
Civil society organizations
Social innovation
Nonprofit sector
Solidarity economy
Editor version
ISBN
978-3-030-04842-6 978-3-030-04843-3