?
7P ПРОСВЕТИТЕЛЬСТВА
The authors propose an original classification of the enlightenment phenomenon on the basis of the results of a largescale all-Russia study, which was carried out by the asset of the All-Russia Public and State Enlightenment Organisation «The Russian «Knowledge» Society» (in 2017), as well as on the basis of the data of investigations of the Russian Public Opinion Research Centre (2016-2018), in terms of the concept of marketing and the prevalent 7P (marketing mix model) marketing instruments in the present article. The identification of the nature and level of awareness of enlightenment projects among different target audiences, the identification of interest in the subject matter and format of enlightenment activities, the motivation for periodic training, and the determination of the capacity of the population to pay for enlightenment products were among the tasks of the above-mentioned investigations. In addition, the most successful management practices in the field of promotion of cultural, mass and socially significant projects in both towns and megacities were summarised on the basis of expert interviews, carried out within the framework of the study. The reduced classification of the enlightenment product, the simplification of which is related to the factors of digitalisation of modern society and information space, taking into account the factors of complication of the social communication process and the permanently increasing requirements for personal and professional qualities of the person (especially with regard to skills and competences of the future), is given. Diverse social technologies for promoting enlightenment activities are proposed on the basis of the formulated provisions of the mix-marketing enlightenment complex, and also the conditions for their successful implementation are revealed. According to the authors of the article, many means and techniques of forming the internal and the external environment of enlightenment organisations, which have long been widely used in practice, are not actually described in both pedagogic and marketing scientific literature. The more complete scientific detailed and systemic analysis, comparison with traditional marketing concepts will make their practical application more focused and effective.