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EN
In market economy system, marketing becomes an important tool for steering demands for public services. In this article the certain bundles of marketing instruments - mix with the relevant modification and with their adjustment to the demands of thrse institutions, have been presented. The application of the selected marketing elements should provide a great number of benefits. Still, in many cases this of kind of organizations has not been so enlightened as to completely derive benefits resulting from the tool which marketing is. However, market gambling and struggle for a potential customer force these subjects to change thinking: from narrow - minded and parochial thinking to more open for innovations. After all, it requires the fulfilment of wide range of conditions which are extremely essential and have been demonstrated in this work.
EN
This article has shown that public service institutions may also give financial appraisals of their organizations, using measures applied in the companies fully geared towards profit. This presentation has demonstrated that in the market economy situation, "non profit" organizations adhere to the same rules of market gambling, although their activities are not related to the purely economic aspects. In present realities, however, they ought to be so flexible as not to cause losses, althought it is very difficult for them to generate profit. It has also been shown in this work that these organizations have to marke calculation of costs, so as not cause them bankruptcy. Such a company appraisal allows to control costs properly, which enables to minimize losses. This is an effective tool of appropriate decisions and the relevant control over them decreases a risk of dropping out from market gambling in case of decline in profitability.
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