Prospects for the incorporation of lateral technologies into the marketing work of nonprofit physical culture and sports organizations

Relevance. The change in organizational and economic relations in the sphere of physical culture and sports of the Russian Federation, the aggravation of competitive confrontation in the industry market, as well as the multiplication and complication of the tasks of physical culture and sports organizations and institutions (primarily nonprofit type), led to the need for a critical revision of the technology of their marketing activities. Being understood as a link connecting the market interests of physical culture and sports organizations with consumer demand, and, at the same time, coordinating them with the strategic goals of the industry, marketing work significantly increases not only the entrepreneurial effectiveness of a separate physical culture and sports organization, but also social, positively affecting the quality of life of the population. Relying on the technology of conducting work, traditional for the so-called "vertical" (classical) marketing, organizations of physical culture and sports faced the need not only to adapt it to the specifics of the industry market, but also to search for new solutions to their multi-level marketing tasks. One of them can be the so-called "lateral technology", based on creativity of thought and rejection of stereotypes of marketing decisions. The lateral approach does not contradict the technology of "vertical" marketing, which is customary for applied work carried out by non-profit physical culture and sports organizations. - It complements it, opening up significant prospects only if it is incorporated into the system of traditional marketing for them, as a special thing in the general. The aim of the study is to present lateral technology as an applied tool for effective entrepreneurship in the field of physical culture and sports, as well as to substantiate the feasibility and prospects of its incorporation into the structure of marketing work of a non-profit industry organization. Research methods. The structure of the methods involved in the research included: general theoretical (analysis of information, its synthesis and generalization); empirical (comparison and comparison of marketing effects resulting from the incorporation of lateral technology into the "vertical", as well as interpretation and systematization of this information); review of terminology, logical modeling and design. The results of the study showed that the lateral technology included in the marketing system of a non-profit physical culture and sports organization has a positive effect on the effects of its entrepreneurial activity, strengthening its competitive position in the industry market. Findings. Lateral technology, incorporated into the general system of marketing work of non-profit sports organizations, significantly increases the effects of their entrepreneurship. "Working" in dialectical unity with academic (vertical) technology, it aims the organization not only to achieve its own market interests, but also to solve a number of socio-cultural issues, which is as close as possible to the mission and key guidelines of the activities of non-profit entities in the field of physical culture and sports. Conclusion. The lateral approach to the implementation of marketing activities significantly facilitates the achievement of entrepreneurial objectives of non-profit sports organizations. Without contradicting the classical ("vertical") approach, the lateral approach complements it, offering an alternative solution to a number of fundamental marketing tasks of a physical culture and sports organization. The prospects opening up for a non-profit physical culture and sports organization introducing lateral technology into marketing practice are expanding from the formation of a business reputation and strengthening the material and technical base to the implementation of the strategic goal of the industry.