The Marketing Model of Organizations in the Field of Culture

It is determined that the effectiveness of a work of art consists in its ability to express complex ideas using an emotionally saturated and culturally significant form. This method is able to transform abstract concepts into concrete, emotionally meaningful experiences that not only inspire action, but also contribute to deeper consumer engagement. It is clarified that works of art have a unique ability to convey complex ideas and emotions, which makes them a powerful tool in marketing and communication due to: metaphorical power; emotional resonance; cultural relevance; visual impact; ability to innovate. In the classical model, which corresponds to the reality of commercial organizations, the components should be considered as a certain sequence, the starting point of which is the “market”. Each subsequent component in this sequence, from product development to customer service, is in constant interaction with the market, adapting to its changes and influencing it in response. The article presents a marketing model of organizations’ activities in the field of culture, which, unlike the classical model, has the same components as the usual process of launching to the market, in general, the process of launching to the market used by organizations in the field of art is focused on the final product. The active introduction of all elements of the marketing technology complex by enterprises, organizations and institutions in the field of art and culture will improve the quality of services provided by each business entity in the field of art and culture, as well as enable the entire socio-cultural services market to move to a new stage of development and meet the needs of the population to the greatest extent.