Online resource; title from PDF title page (EBSCO, viewed Feburary 14, 2019).

Includes bibliographical references and index.

Intro -- Foreword -- Introduction -- 1 The meaning and essence of the cultural sector -- 1 Culture and its divisions -- 2 Relationships between culture, cultural industries, and creative industries -- 3 Typology of cultural institutions -- 4 Culture and its industries as factors stimulating socio-economic development -- References -- 2 Conditions for the development of marketing in organizations in the cultural sector -- 1 Conditions for the application of marketing in culture and cultural industries -- 2 The concept and objectives of marketing in culture -- 3 Typical objections to marketing in culture -- 4 Model of the marketing concept in the cultural sector -- References -- 3 Strategic and marketing planning in cultural institutions -- 1 The role and importance of mission in cultural institutions -- 2 Strategic objectives and the main directions of development of cultural entities -- 3 Market segmentation in the cultural sector -- 3.1 Criteria for segmentation -- 3.2 Most important categories of customers in the cultural sector -- 3.3 Types of marketing approaches -- 4 Choosing a course of action and marketing instruments -- 5 Models of marketing strategies of cultural institutions in relation to specified target markets -- 5.1 Characteristics of the analyzed target markets of cultural institutions -- 5.2 Elitist art strategy -- 5.3 Art emphasizing strategy -- 5.4 Strategy of increasing sensitivity to art -- 5.5 Art popularizing strategy -- 6 Problems with the implementation of marketing strategy in entities of the cultural sector -- References -- 4 Marketing strategies based on relationships with key market participants -- 1 The process of forming relationships -- 2 Shaping relationships with consumers of the cultural offer -- 3 Developing relationships with donors -- 4 Developing relationships with employees -- References.

5 New media and technology in strategic activities of cultural organizations -- 1 Websites in the marketing activities of cultural organizations -- 2 Social media as a tool for marketing communication among entities of the cultural sector -- 2.1 The goals and importance of using social media in the marketing communication of cultural entities -- 2.2 Segmentation of social media users in relation to cultural institutions -- 2.3 Fan pages in the marketing activities of cultural institutions -- 2.4 The possibilities of using YouTube in the promotion of entities in the cultural sector -- 2.5 Blogs as a specific tool for the communication of cultural institutions with the market -- 3 Possibilities of using holograms and virtual advisors in the cultural sector -- 4 Virtual tours as a modern form of presentation of cultural institutions -- 5 Mobile applications in the cultural sector -- case studies -- 5.1 --DailyArt‖ mobile application -- 5.2 --Wilan�ow Live‖ mobile application -- 5.3 --My Warsaw‖ mobile application -- 5.4 Mobile application of the ��od�z City Museum -- 5.5 --Archimapa‖ and --Via Ducalis‖ mobile planners -- References -- Summary -- Tables and Figures -- Biographies.

Master record variable field(s) change: 082, 650