Impact of macroeconomic environment on the cultural market

Abstract

The paper aims at analyzing the impact of macroeconomic environment on the development of cultural market in a particular country. The author explains the influence of economic crisis on certain segments of the cultural market in developed countries. Also, the problems related to functioning of the cultural market in Serbia, apparent primarily in reducing the demand for cultural products and services, are analyzed. Special attention is paid to marketing actions, directed at improvement of market position of cultural institutions in Serbia. .

Keywords

• cultural institutions
• macroeconomic environment
• cultural market
• cultural marketing