The Theoretical aAspects of the application of social marketing tools to the theatre products for the deaf and hard-of hearing customers

ENIn the last decade, due to the increase of the aspect of social cohesion, attention in the strategy documents of the European Union and the government of the Republic of Lithuania has been directed to the strengthening and purposeful promotion of the socially-oriented market economy. In addition, it is emphasised that the reduction of the social exclusion is viewed as a preferred direction, thus subordinate institutions have to invent and implement services that correspond to the needs of specific social groups by creating new or adapting already existing products. Cultural institutions can achieve the result of social cohesion by invoking methods of social marketing that allow to transform products into tools efficiently speeding the integration process and in this way improving the social welfare in Lithuania. This thesis seeks to reveal the efficiency of social marketing tools by making the product of the professional theatre accessible to the segment of consumers with hearing impairment.