Using of the various marketing tools in the culture sphere
The article considers theoretical approaches to marketing of the culture sphere ( Ph. Kotler, K. Digglz, J. Melilo, T. Levitt, M. Mokva). The marketing features in the explored sphere are identified. Also the using of the various marketing tools is analyzed on the basis of the 4P model (Product, price, place, promotion). Most of all promotion is researched. So comparative analysis of the using various ways of promotion by Perm cultural organizations on example of the Perm Tchaikovsky Opera and Ballet Theatre, The Perm Academic Theatre, The Perm Theater «U Mosta», the Perm museum of modern art «PERMM».