The use of information technology in marketing communications cultural institutions
The cultural sphere is dealing with the big changes in the context of the development of the information society and modern technologies. Cultural institutions face difficulties because today they have to compete for the attention of the audience with the modern media environment. Under the influence of innovations, cultural institutions must adapt to new formats of interaction with the audience. In the conditions of Informatization of cultural institutions are becoming full participants in the market. Therefore, they face new marketing challenges related to the use of information technologies in communication with the target audience. But for many cultural organizations, this becomes a problem, as this process is associated with many difficulties. The article is devoted to the problems of using information technologies in marketing activities of Russian cultural institutions. The article discusses examples from the practical activities of Russian organizations.