The specificity of the “7P”-mix in the conditions of digitalization (on the case of socio-cultural features of event industry)

The article examines the features of changing management decisions based on the "7P" service-mix when it is impossible to communicate with clients "face to face". The article examines the the changes that have undergone management of relationship with the audience on example of event sector, with a comparative analysis of traditional and digital forms of barnd experience personalization and highlighting the development directions of digital interaction with audience in socio-cultural aspect.