Концепция маркетинга учреждений культуры
The paper discusses the existent controversial theory of marketing, related to cultural services. The study revealed that modern cultural services marketing theory was developed from borrowing social sciences concepts: sociology, organizational behavior, and economic anthropology. However, the study also found alternative concepts and ideas from social sciences that can better explain the phenomena of cultural services marketing. The study suggests adopting alternative approaches for conceptualization of cultural services marketing.