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Internet marketing as a basis for increasing demand for products and services of cultural institutions

Proceeding
All-Russian scientific and practical conference «Topical issues of law, economic and management»
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Published in:
All-Russian scientific and practical conference «Topical issues of law, economic and management»
Authors:
Elena N. Lvova 1 , Lkhagvazhav Gansukh 1
Work direction:
Менеджмент и маркетинг
Pages:
43-46
Received: 23 April 2019

Rating:
Article accesses:
3670
Published in:
РИНЦ
1 FGBOU VO "Sankt-Peterburgskii gosudarstvennyi institut kul'tury"
For citation:
Lvova E. N., & Gansukh L. (2019). Internet marketing as a basis for increasing demand for products and services of cultural institutions. Topical issues of law, economic and management, 43-46. Чебоксары: PH "Sreda".

Abstract

The article analyzes use of the potential internet technologies in marketing communications of organizations and cultural institutions museum-type to increase the demand for cultural products and develop new technologies of interaction with the youth audience. Internet marketing is considered, on one side, as a condition of actualization cultural heritage and preservation of value attitude to it, and from other side – as a condition of competitiveness cultural institutions on the basis of their reflection in the "digital environment". The article presents information on the use of museum podcasts as well as sociological data showing the impact of marketing on museum attendance.

References

  1. 1. Грант Р.М. Ресурсная теория конкурентных преимуществ: практические выводы для формулирования стратегии // Вестник С.-Петерб. Гос. Ун-та. Сер. «Менеджмент». – 2003. – №3. – С. 164.
  2. 2. Новаторов В.Е. Социально-культурный маркетинг: история, теория, технология: учеб. пособ. – СПб.: Лань, 2015. – 384 с.
  3. 3. Сергеева О.В. Повседневность новых медиа / ГОУ ВПО «Волгоградский государственный университет»; под общ. ред. д-ра филос. наук, проф. В.В. Козловского. – Волгоград: Изд-во ВолГУ, 2010. – 202 с.
  4. 4. Соболева Е.С. Механизм формирования спроса на музейную продукцию / Е.С. Соболева, М.З. Эпштейн // Музей ХХI века: мечта и реальность: Мат. Межрегион. науч.-практ. конф. / Мин-во культуры РФ; Гос. Музей полит. истории России. – СПб., 1999. – 162 с.

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