The work has defined and explained the theatre market, briefly presented the history of theatre in Croatia, and explained as well as presented other aspects of theatre activity in Croatia. The work explains the connection between the theatre and marketing, as well as marketing in culture in general, and it analyses the situation with theatre activity on social networks in particular detail. Furthermore, it presents four conducted researches, and it processes and analyses the results. The first research was conducted among six theatre professionals, consisting of in-depth interviews. The second research was undertaken among theatre employees, the third among audience members after viewing a play, and final research was conducted among the population over the age of fifteen. This approach provided a detailed insight into the state of theatre activity in Croatia. At the end, the work suggests a model for strategic market management in theatre, as well as recommendations based on the research findings. The work is divided into six parts. The first part of the work, the introduction, deals with defining the problem and the subject of research, describing the work’s goals, explaining the methodology of the research, and citing sources. The second part of the work deals with and explains the general theatre market in the Republic of Croatia. It shows the situation with public and private theatres as well as their overview. This part analyses the offer and the changes on the theatre market, and considers all partakers in the theatre market (founders, employees, users). Specifically, it defines the “product” on the theatre market, as well as the end market of theatre production. The third part focuses on marketing in Croatian theatre activities, explains the marketing mix of theatres, and deals with the marketing conception of business management as well as the marketing potential in theatre. It contains the framework analysis of the marketing approach in theatres, and attempts to perceive the connection between theatre marketing approaches and theatre attendance. It analyses examples of good practice of applying marketing in theatres in the Republic of Croatia. This part defines the marketing mix, including the analysis of specific aspects of its certain elements. The fourth part of the work focusses on the researches of theatre activity carried out in the Republic of Croatia. It presents and explains the methodology and descriptions of all four researches among subjects on the Croatian theatre market (theatre professionals, participants and/or theatre employees, audience members after viewing certain theatre plays, and the general public), as well as the research results. In the end, it analyses the results and cross-references them with the hypotheses. The fifth part suggests a model for a strategic marketing approach in Croatian theatre. The sixth part, the conclusion, features the key findings, conclusions and recommendations. The goal of the work is to contribute to professional practice of expanding the acceptance of marketing as a business philosophy in theatre, as well as encourage the use of marketing, with hopes that genuine, strategic marketing thought will be invested into theatre activity in the Republic of Croatia.