Combining education background and working experience in the fields of museum studies and management, the author identifies, in her opinion, the basic problems –– these of mentality and profession –– which impede the efficiency of management in Russian state museums. In the text recommendations on the possible solution or annulment of these problems are suggested. Among the prescriptions are application of marketing as a strict taking account of the existence of target audience and its needs (1), creation of these needs (2), the “site-specificating” of museum offers (products, services, etcetera) that necessarily include new knowledge (3), usage of contemporary art’s potential and invitation of its representatives for cooperation (4), forming of a balanced (“weighted”) team (5), determing expected results (6). Complex consideration of the problems, author’s understanding of museum marketing and management, formulated principles and methods of responsible and conscious management constitute the scientific and practical novelty of the essay. The application of all tools is aimed at improving the life quality of museums as organisations (economic entities), of museum workers and actual and even possible museum audience.

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for references: Селиванова Ю. В. Осмысленный менеджмент в российском государственном музее : заметки о принципах и приёмах / Фотографии Е. П. Предко ; дизайн Е. М. Залиевой. –– СПб. : ЮИздат / YuIzdat, 2019. –– 78 с.

or Selivanova Y. V. Osmyslennyj menedzhment v rossijskom gosudarstvennom muzee: zametki o principax i priyomax / Conscious Management of a State Museum in Russia: Notes on the Principles and Instruments. Photographs by Kate Predko, designed by Elizaveta Zalieva. St. Petersburg, YuIzdat, 2019, 78 p. (in Russian and English).