Society awareness, competition and cooperation with business as determinants of marketing management in non-governmental organizations

Abstract

In developed economies, commercial and non-profit spheres grew in parallel and both had enough time to go through various phases. In Poland, the economy (which was liberated only in 1990s) transformed rapidly to meet new challenges but the same cannot be said about non-governmental organizations (NGOs), which are also developing dynamically but the management seems to be more difficult. Therefore the aim of the article is to establish key factors of marketing management in case of such organizations and indicate their uniqueness in the case of non-profit activity. Theoretical part is supported by a self-study questionnaire, results of which show that marketing management depends on internal factors of course, like leaders’ education and philosophy, but first of all on external ones. Thus in this article society’s awareness about NGOs activity as well as competition on entry and on exit, and contractual and relational cooperation between business and NGOs are discussed as main external determinants of marketing management.