Wpływ marketingu na budowanie trwałych relacji instytucji kultury z otoczeniem
The impact of marketing on building lasting relationships of cultural institutions with the environment

Summary/Abstract: The topic of the study involves evaluating the impact of selected marketing tools used by cultural institutions to build lasting customer relationships. The research aims to demonstrate the influence of specific marketing tools on consumers' decisions regarding the selection and purchase of cultural goods, appropriately reflecting the characteristics of the studied population. The scope of the study includes a literature review, research conducted using an online survey questionnaire, and statistical analysis of the results. Based on the research conducted on a sample of 248 respondents, the hypothesis was confirmed that not all marketing tools equally influence the development of a lasting relationship between cultural consumers and institutions. The effectiveness of marketing tools depends on the characteristics of the respondents, including age, education, status, and place of residence.

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