Initially being used by private sector, marketing tools gradually spreads to other areas such as social, public, politics. Introducing elements of marketing in these areas is motivated by several factors, including the basic one - the need to increase the efficiency of the non-profit sector considering the limited resources and ever-increasing needs and demands of the population and the need for modeling of social behavior. Although currently directors and employees of public entities do not know and do not apply marketing tools in their work, the author comes up with an argumentation of acceptance of marketing tools to increase efficiency of public entities.