Kwak, Wioletta2013-07-182013-07-182011Business and non-profit organizations facing increased competition and growing customers’ demands. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU, cop. 2011. - S. 175-189978-83-88421-79-2http://hdl.handle.net/11199/468This paper presents the analysis of strategic decisions made by non- profit organizations in the context of value-based marketing. In the process of formulating and realizing the strategy non-profit organizations should always think in terms of value for their customers. The share and structure of the value for various groups of stakeholders are created by means of marketing instruments.enUznanie autorstwa-Użycie niekomercyjne-Bez utworów zależnych 3.0 Polskanon-profit organizationsmarketing strategiesbookPart