Holistic Marketing in Development of Arts and Cultural Institutions in Digital Environment

Abstract

The paper present theoretical and practical approach of holistic marketing implementation in development of arts and cultural institutions in digital environment.  In the paper is analyzed all parts of holistic marketing, internal marketing, integrated marketing, social responsible approach and relationship marketing.  Internal marketing present organizational culture that send messages to public audience about arts and cultural institutions. Integrated marketing have to send consistent messages to target groups about artistic and cultural events. Social responsible approach is base in working of arts and cultural institutions. Arts and culture open thoughts, ideas, value that otherwise could be unnoticed. Through arts, social problems could be solved, by raising awareness about that problems. Relationship marketing give opportunity for communication with public audience. Social media are platform for relationship communications. Arts and culture improve values and ideas in digital environment, Arts and cultural institutions accepted digital environment and try to be convenience for public.