ВЛИЯНИЕ ФАКТОРОВ МАКРОСРЕДЫ НА РАЗВИТИЕ КОМПЛЕКСА МАРКЕТИНГА В ОБЛАСТИ КУЛЬТУРЫ БАЛТИЙСКОГО РЕГИОНА
INFLUENCE OF MACRO-ENVIRONMENT FACTORS ON THE MARKETING MIX DEVELOPMENT IN THE FIELD OF CULTURE OF THE BALTIC REGION

Summary/Abstract: The vast majority of researches on marketing usage in the field of culture in Latvia, Lithuania and Estonia are related to the concept of an organization’s micro-environment; this emphasis is also common for marketing departments of cultural institutions. At the same time, the study of the macro-environment of cultural organizations seems to be extremely important and necessary condition for effective work. The aim of this article is to explain the need for researches concerning the macro-environmental factors influence on marketing mix development in cultural sphere. The objectives that have been set and met are as follows: to define the macro-environmental factors that have significant effect on the marketing mix development; to provide examples of the influence they have on the cultural field in the Baltic States; to determine directions for future studies. Methods of statistical analysis, comparative analysis and PEST-analysis have been used in the research. By considering such macro-environmental factors, as Political, Economic, Social and Technological, the necessity for examined factor’s extension has been detected. Demographic and Geographic factors have been determined as significant for the marketing mix development in the field of cultural production in the Baltic States. Conclusion. In this regard, considering the lack of complex methods of the macro-environmental factors evaluation, it is possible to infer that one of the most important issues in this field is the development of a new approach to the macro-environmental impact evaluation on the marketing mix that plays a key role in cultural organizations’ performance improvement.

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