Marketing and public relations, development of cultural institutions

Abstract

The aim of this paper is to reveal how marketing tools are used in cultural institutions. Nowadays there is a large selection of various goods and services, making huge competition among businesses. For this reason, cultural institutions should present their product as much attractive as possible. One of the most important objective of marketing specialist is to take advantages of the communication with the public through cultural events. After analyzing the consumers need and interests of the public, cultural institutions promotes their services with the support of the public relationships. This paper also talks about the problems, which are encountered in the cultural sector and cultural institutions. Moreover, this paper presents the solution for these problems, which are based on innovation