Маркетингови аспекти в управлението на куклените театри в условия на COVID-19
Marketing aspects in the management of puppet theaters in the conditions of COVID-19

Summary/Abstract: Puppet theatre in Bulgaria has had its traditions for over 70 years. The management, and in particular the marketing of puppet theatres, has its peculiarities due to the specificity of the artistic product and its audience. During the 2020-2022 period, puppet theatres were forced to function in an extremely changeable and insecure environment, to interact with and address its audiences through various marketing tools. By applying one of the main theoretical frameworks of the marketing mix, the article focuses on the puppet theatre actions taken in the context of the spreading coronavirus. It paints a picture and presents a retrospective analysis along with opportunities for the development of communication channels.

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