Вестник Северо-Кавказского федерального университета (May 2022)
ABOUT THE NECESSITY OF THE MARKETING CATEGORICAL APPARATUS STUDY IN THE SPHERE OF CULTURE AND ART
Abstract
Authors revealed that marketing in the sphere of culture and art (further - SCA) is a sufficiently under-researched object of study. At the same time, the authors believe that SCA marketing deals with the alignment of interests about the manufacturer and the consumer of SCA goods and services. It is established that the categorical apparatus and the theory of SCA marketing are in the stage of active formation. The necessity of the study of categorical apparatus of marketing in the SKA due to three major reasons: a) discipline of marketing is introduced in the standards of higher education of SKA, but the number of educational and methodological literature, revealing the theoretical, methodological and practical aspects of application of marketing in the sphere of culture and art, is very limited; b) because economists, as a rule, are not fully aware of the sphere of culture and art, and cultural studies/art historians are not sufficiently familiar with economic theory, the basics of management and marketing; C) the culture itself is undergoing a systemic crisis, therefore changing modern ideas about the nature of activities in the ield of culture/art and approaches to these activities as services. This circumstance changes contemporary ideas about the specifics of cultural activities (art activities in particular). Cultural sphere is understood as a speciic social service sector more and more often. This new vision causes the need for rethinking the categorical apparatus of the area.
