Wyzwania marketingu i zarządzanie instytucjami publicznymi w perspektywie strategicznej organizacji

The article presents the specifics of managing public organizations. There are indicated differences between enterprises and public organizations, which are not intended to make any profit. The distinctive nature of organizations in the non-profit sector forces the management of marketing to consider additional factors, which are discussed in the article. The marketing mix composition (the so-called marketing mix) occurring in the non-profit organizations is different than in companies. There is also attention drawn to the very important role of motivation in nonprofit organizations, which is of particular importance. The motivation has to be built on very solid foundations, because the quality of human resources plays a key role in conducting such activities.