Impact of Macroeconomic Environment on the Cultural Market
Uticaj makroekonomskih kretanja na tržište kulture
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
Apstrakt
Predmet analize ovog rada je uticaj makroekonomskog okruženja na nivo razvijenosti tržišta kulture u nekoj zemlji. U radu je objašnjen uticaj ekonomske krize na pojedine segmente kulture u izabranim razvijenim zemljama.Takođe su analizirani problemi funkcionisanja tržišta kulture u Srbiji, manifestovani, pre svega, kroz smanjenje tražnje za proizvodima i uslugama kulture. Posebna pažnja posvećena je marketinškim aktivnostima u cilju unapređenja tržišnog nastupa institucija kulture u Srbiji.
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