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Regular version of the site

Book chapter

Ориентация на рынок в некоммерческом секторе: поведенческий подход

С. 45-48.

Market orientation as a form of realization of the marketing concept in the nonprofit sector is discussed from the point of view of the behavioral approach as a set of organizational norms or actions. Three interconnected components of the market orientation are considered; there are the collection of the information about needs, values, and motives of the beneficiaries and donors, dissemination of the information among the organization’s employees, and development and realization of the coordinated responsive actions, providing for planning and realization of different marketing strategies and tactics.