Marketing management of the interaction between the commercial and non-commercial sectors of the economy: state-of-the art, problems and methods

This article provides the analysis of non-profit sector’s current state; the problems of socially oriented non-profit sector in Saint-Petersburg are identified and structured. The dynamics of public commitment in volunteer activity are provided as a driving factor of socially oriented non-profit sectors’ development. The article discloses the essence of non-profit sector and its’ role in the acute social problems’ solution considering changes in geopolitical and information fields. The main ways of non-profit and business interaction are provided. The road map of non-profit sector opportunities using extended marketing mix concept is shown for the successful interaction with the for-profit organizations. The article develops suggestions to create a digital platform for the effective economic sectors’ interaction such as social partnership; differentiation in sources of funding and its’ acceleration, state-private social and grant projects.