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

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.