ОСНОВНІ ФУНКЦІЇ МУЗЕЇВ У КОНТЕКСТІ МАРКЕТИНГУ МИСТЕЦТВА
THE MAIN FUNCTIONS OF THE MUSEUMS WITHIN ART MARKETING

Summary/Abstract: The purpose of the article. The study of the main functions of museums of art and analysis of the possibilities of using marketing technologies in the field of museum activities, consideration and analysis of the problems of using art marketing technologies to improve, increase the effectiveness of the implementation of functions art museums , finding ways to solve actual problems. The methodology of the research consists in the application of empirical and comparative methods. This methodological approach allows us to discover and analyze the possibility of using marketing mechanisms in the activities of museums and to contribute to the improvement of the work of museum departments. The scientific novelty consists in the expansion of ideas about the use of technologies of classical marketing and marketing of art in relation to the function of art museums. We analyzed the exhibiting function, which has a goal not only to demonstrate works of art in the exhibition halls of museums, but also implements an important social function of art museums, which is aimed at intensifying the social development of the state, changing people's behavioral strategies in areas in which society is interested. Conclusions. The article analyzes the important and actual problem of the functions of Ukrainian and foreign art museums in the process of using the methods of art' marketing. Traditionally, researchers distinguish such functions of museums as a function of documentation (including storage and research functions), security, education and upbringing functions (including information, formation of value systems and leisure activities), some other socio-cultural functions. In our article, the following functions are considered that are relevant for the museums of the visual arts: acquiring, preserving, research, descriptive, exhibiting. We noted that in the process of implementing these functions, the technologies of both classical marketing and art marketing are used. We separately considered the problem of using marketing technologies in museums in the process of their operation. We reviewed the work of the cultural and educational department and the department for working with the audience. We reviewed the work of the hospitality service and public relations.

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