CONTENTS
Introduction ........................................................................ vii

SECTION I: FOUNDATIONS OF STUDYING THE THEORY OF MARKETING OF NONPROFIT ORGANIZATIONS AND THE MECHANISM OF PUBLIC-PRIVATE PARTNERSHIP

1. The Conceptual Provisions of the Theory of Marketing of Healthcare Organizations .................................3

2. Marketing of Nonprofit Organizations in Business-Oriented Economy: New Challenges and Priorities.................................15

3. Public-Private Partnership as a Mechanism of Increase of Effectiveness of Marketing Activities .................................25

SECTION II: THE MODERN RUSSIAN PRACTICE OF MARKETING OF HEALTHCARE ORGANIZATIONS AND THE
EFFECT OF THE SYSTEM OF PUBLIC-PRIVATE PARTNERSHIP

4. Tendencies and Problems of Development of Marketing of Healthcare Organizations in Modern Russia .................................37

5. Preconditions and Perspectives of Development of Marketing of Healthcare Organizations in Modern Russia .................................47

6. Peculiarities of Functioning of the System of Public-Private Partnership in Modern Russia .................................57

SECTION III: POSSIBILITIES AND RECOMMENDATIONS FOR APPLICATION OF THE MECHANISM OF PUBLIC-PRIVATE PARTNERSHIP TO DEVELOPMENT OF MARKETING OF HEALTHCARE ORGANIZATIONS IN MODERN RUSSIA

7. Current Tendencies of Development of Marketing of Healthcare Organizations With the Help of Public-Private Partnership in Modern Russia .................................69

8. The Mechanism of Development of Marketing of Healthcare Organizations With the Help of Public-Private Partnership .................................79

9. The Algorithm of Applying the Mechanism of Development of Marketing of Healthcare Organizations With the Help of Public-Private Partnership in Modern Russia .................................89

Conclusions .................................99

About the Authors .................................103