Nowoczesne instrumenty marketingowe wykorzystywane do oddziaływania na odbiorców oferty kulturalnej przez instytucje kultury na rynku Unii Europejskiej

The introduction defines entities that can be considered enterprises of the cultural market. Based on Hirschmann’s model, target audiences of communications on these markets are presented. The seven groups of e-marketing tools proposed by Smith and Chaffey are discussed in detail, along with examples of modern tools used in marketing to communicate with customers of cultural offers. These are complemented with a presentation of ideas and suggestions concerning the content of cultural institutions’ websites included in a document prepared by the EU project, Minerva EC. The following section examines mobile marketing in cultural institutions’ communication. The final section looks at the importance of innovative tools based on digital technology in cultural institutions’ communication with the market.