The management of cultural institutions and their image on the basis of the institutions of wrocław municipality
The essence of the problem in the present market environment is the adjustment of the cultural institution’s offer to modern culture audience – their requirements and tastes. In order to fulfil the difficult task of managing such institutions, the leaders need to constantly follow the missions of these institutions and – at the same time – manage them in a “marketoriented” way and consciously create their image. One of the responses to the present culture consumers’ trends in experiential marketing.