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

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.