STARTING DETERMINANTS OF STRATEGIC APPROACH TO MARKETING OF NON-PROFIT ORGANIZATIONS: THEORETICAL ELABORATION

Non-profit organizations have remarkably important role in contemporary societies since they participate in solutions of numerous problems which enable or prevent functioning of society in an optimal way. In this, systematic application of marketing influences more efficient activity of non-profit organizations in practice, and by this indirectly contributes to better solution of social problems. If qualitative or systematic application of marketing is observed from the aspect of forming and realization of long-term goals, its application can be characterized as “strategic”. Consequently, it is possible to point out the importance of regular comprehension of main determinants of management of strategic marketing of non-profit organizations as an essential precondition for understanding the starting point, scope and possibility of application of systematic strategic marketing. These determinants include: social responsibility, non-profit organizations, marketing, development trends, social climate, and general and specialized education in marketing.