Instruments of the Marketing Mix in Non-Governmental Organizations – the Results of Empirical Research

Abstract

The aim of the article is to present the instruments of the marketing mix of NGOs in light of empirical research. Marketing mix is the set of instruments for the implementation of marketing strategies of the organization. The paper presents selected results of research on the role of marketing strategies of non-profit organizations in creating value for stakeholders. In the literature one can find different concepts of “marketing mix”, for example, “4P”, “5P”, “7P”, “4C”. The survey results are presented in terms of “4C”. It is a concept by R. Lauterborn presenting marketing tools from the perspective of the organization’s client (Lauterborn, 1990, p. 26).