MARKETING MANAGEMENT OF A NONPROFIT ORGANIZATION
MARKETING MANAGEMENT OF A NONPROFIT ORGANIZATION

Summary/Abstract: The emergence of new economic actors is due to the expansion of the functions performed by the state and the economic agents in question, but it has been accompanied by a rather difficult transformation of the established structure of the economy due to strong linkages and imperfect legal regulations. The search for solutions to modernize the institutions of the social sphere in industrialized countries is moving towards the use of mixed, flexible institutional forms involving the State, local self-government, civil society and family structures. Marketing and marketing activities inevitably change to meet the demands of modern times and the development of new technologies. Inevitably, EU members introduce certain marketing activities in the public sector. A more interesting but less studied area of marketing by managers, with its specific characteristics and differences, is that of the private sector and established NP NGO (not-profit non-governmental organizations) or NPO (by nonprofit organizations). The non-profit sector of the economy is designed by the state to perform the social functions in society that the state has delegated to them. The problem is compounded, on the one hand, by a lack of confidence in the activities of non-profit organizations and, on the other hand, by the use by management of non-profit organizations of management tools that are efficient commercial organizations, although their objectives are fundamentally opposed. The solution to this problem is seen in the application of marketing management tools of non-profit organizations.

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