The Influence of the Socio-cultural Environmental Factors on the Marketing of Cultural Institutions of Latvia

The article deals with the socio-cultural factors of the macro-environment which can influence on the production and distribution of cultural products in Latvia. Among the main factors the level of education, social stratification, attitude in the society towards charity and culture as a whole are emphasized. Using the materials of the European studies and the results of the carried out survey of visitors of the state institutions of culture of Latvia, the authors carry out a comparative analysis of the influence of social and cultural factors on the European and Latvian market of the cultural products.