Theatres as Nonprofit Organisations – an Important Framework for Cultural Marketers
Theatres as Nonprofit Organisations – an Important Framework for Cultural Marketers

Summary/Abstract: Introducing marketing in cultural field seems to be a tool for improving the activity in cultural sector. It is known that marketers define their strategies in a particular way considering the main activities performed by an institution, either commercial or nonprofit. A primary condition for marketers consists in mastering the issues of the institution in which they operate. These issues refer to the legal status of the institution, the legislative framework that gives them the right to implement the proper strategies, the main objectives of the institution, the products or services performed by the institution and the market competition. This paper offers a better understanding of the concept of non-profit organisation, the theatres being included in this category, within a literature review concerning the activity of those organisations.

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