The management of cultural institutions and their image on the basis of the institutions of wrocław municipality

Mróz-Gorgoń B.

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.