Rola marketingu w rozwoju usług kulturalnych
Role of marketing in the development of cultural services

Summary/Abstract: The development of cultural services sector inflicts several positive consequences which should be analyzed both in terms of consumer of the cultural service, servicization and dematerialization of consumption as well as from the perspective of socioeconomic development and culturization of the economy. The aim of this article is to show the role of marketing orientation in managing of cultural institutions and shaping their development. The article also presents trends in the financing of culture which make the interest in marketing usage in cultural institutions growing. The marketing concept is applicable not only in the cultural institutions that seek primarily to meet the needs of customers, but also in institutions primarily oriented to the needs of the artist and to creation of new, unique and original works of art. In the latter case, the aim is to find for the artist’s creation suitable customer. This paper has been based on literature study, own observations and on the results of quantitative studies.

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