Socio-cultural Marketing. History, Theory, Technology. Study Guide

The study manual outlines historical prerequisites, theoretical foundations and technological features of marketing in the field of leisure, culture and art. Aspects of the activities of the socio-cultural sphere - theaters, museums, libraries, houses and palaces of culture, etc., including those functioning in the commercial sector of culture and carrying out their activities on the marketing principles of marketing are considered. A special place in the manual was paid to the previously not developed technologies of socio-cultural marketing: internal marketing, marketing and self-marketing of the person, event marketing, benchmarking, etc.

For students (bachelors and masters) of higher and secondary special educational institutions of culture and arts, graduate students, exploring the problems of developing and implementing marketing technologies in modern socio-cultural practices, listeners of the retraining system and advanced training of cultural personnel