Issue 2, 2003

Shekova E. L. Marketing of Nonprofit Organizations in Culture: the Russian Experience

This article is devoted to specifics of marketing of nonprofit organizations in culture. The author defines main approaches to marketing in culture, the influence of micro and macroeconomic environmental factors on cultural organizations activities, and analyzes their marketing-mix. The article is based on author’s research of state cultural organizations in Russia during the period of 1998–2002 and on experimental data related to price policy of the State Hermitage Museum in 1999.

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