Innovative marketing in the performing arts
Innovative marketing in the performing arts

Summary/Abstract: Marketing in the cultural sphere has its own characteristics due to certain marketrequirements in this field of activity. It is distinguished by a special approach to traditionalcategories of marketing activities, thus defining the content of its functions. The key point ofthe management process in the cultural field is the study and evaluation of the marketingenvironment of a cultural institution. The marketing environment consists of macro andmicro factors, which influence the activities of the institution. Research in the field ofcultural marketing will be the concrete and realistic basis of future cultural projects. At thesame time, the results of research will account for several political decision-makers. The useby cultural institutions of the whole complex of marketing technologies will not only improvethe quality of services provided by a given institution in a certain market segment, but willalso give the opportunity to move to a new stage of evolution of the whole market of socioculturalservices, which corresponds to the requirements (needs) of consumers to a greaterextent.

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