Marketization as a vector of development of law, advocacy and politics organizations in the context of national experience

Abstract

Досліджено особливості маркетингової діяльності організацій сфери права, адвокасі, політики через призму і в контексті українських реалій. Проаналізовано найвагоміші виклики організаціям досліджуваної сфери України, серед яких посилення конкуренції, посилення державного регулювання прямого впливу некомерційних організацій на законодавство, невідповідність міжнародним стандартам процесу виборів в Україні, підвищення ефективності діяльності некомерційних організацій сфери адвокасі. Виявлено особливості комплексу маркетингу некомерційних організацій сфери права, адвокасі, політики. На основі результатів дослідження запропоновано низку рекомендацій.The article is aimed to studying the application of marketing in the case of law, advocacy and politics non-profit organizations. Features of market orientation of law, advocacy and politics non-profit organizations through the dimensions and in the context of Ukrainian realities are identified in the article. The main challenges for non-profit law, advocacy and politics organizations of Ukraine, such as growing competition, growing of government regulation of direct non-profit organizations’ influence on legislation, the disparity in electoral process in Ukraine and the international standards, increasing abilities of non-profit advocacy organizations are analyzed in the article. It is apparent that the marketing activities of political organization in Ukraine are focused on instrumentally-political marketing. This paper has been concerned with demonstrating a framework based on the basic ‘4Ps’ marketing model. It is substantiated that implementation of marketing in activity of domestic non-profit law, advocacy and politics organizations needs the holistic approach, which provides creating value for customers and builds customer relationships and capturing value from customers in return. The need to change of marketing paradigm from «I-object» to «I-subject» in marketing of non-profit law, advocacy and politics organizations is found out here. Within the framework of such paradigm it will be possible to represent interests of public for development of democratic values and providing of observance of human rights. The analysis of empirical data on the development of non-profit law, advocacy and politics organizations of Ukraine led to a number of conclusions. On the basis of results of research some recommendations are offered in the article