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Article

Маркетинг в некоммерческом секторе: теоретическое обоснование

The article describes theoretical aspects of using marketing in work of NCOs. The paper argues that the concept of marketing is worth to expand to the study of nonprofit sector, market orientation as a form of realization of the concept of marketing in non-commercial organizations  has been analyzed both as a philosophy, giving rise to a certain organizational culture, and also as an organizational behavior. Difference between profit and non-profit areas in marketing terms is analysed, problems of NCOs such as defining target market, way of exchange, competition, request to be open for marketing among heads and employees are described.