This article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In...

Chapter 1 Weak brands end up in outlet stores -- Chapter 2 It’s never too early: Selling the value of digital services -- Chapter 3 International sales – an opportunity for SMEs -- Chapter 4 Market segmentation: Create a clear focus for your sales activities -- Chapter 5 The G.E.I.S.T....