Includes bibliographical references.

Chapter 1. The meaning and essence of the cultural sector

Culture and its divisions

Relationships between culture, cultural industries, and creative industries

Typology of cultural institutions

Culture and its industries as factors stimulating socio-economic development

Chapter 2. Conditions for the development of marketing in organizations in the cultural sector

Conditions for the application of marketing in culture and cultural industries

The concept and objectives of marketing in culture

Typical objections to marketing in culture

Model of the marketing concept in the cultural sector

Chapter 3. Strategic and marketing planning in cultural institutions

The role and importance of mission in cultural institutions

Strategic objectives and the main directions of development of cultural entities

Market segmentation in the cultural sector

Choosing a course of action and marketing instruments

Models of marketing strategies of cultural institutions in relation to specified target markets

Problems with the implementation of marketing strategy in entities of the cultural sector

Chapter 4. Marketing strategies based on relationships with key market participants

The process of forming relationships

Shaping relationships with consumers of the cultural offer

Developing relationships with donors

Developing relationships with employees

Chapter 5. New media and technology in strategic activities of cultural organizations

Websites in the marketing activities of cultural organizations

Social media as a tool for marketing communication among entities of the cultural sector

Possibilities of using holograms and virtual advisors in the cultural sector

Virtual tours as a modern form of presentation of cultural institutions

Mobile applications in the cultural sector - case studies