Organization and management of marketing communications in cultural institutions

The article deals with the organization and management of marketing communications in cultural institutions. This issue is investigated from the standpoint of theory, methodology, and practice. The management of marketing communications in cultural institutions is understood as the functional activity of the organization for the purposeful formation of the company’s sustainability in the external environment in the context of the current challenges of the domestic and world economy facing the organization of the socio-cultural sphere, through the use of information and communication technologies, methods, tools, elements, as well as modern technologies for the promotion of cultural goods and services.