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The topic of this work is aimed at finding the common elements that in contemporary society connect museums, archives and libraries, as well as exhibition centers, centers for interpretation and other new increasingly numerous hybrid entities. What they also have in common, besides the focus on heritage, are the information-cybernetic techniques, that refer to information sciences as a rallying point. They share the orientation towards users, but also a unique goal - the development and prosperity of community. However, they also share the threats embodied in the increasingly prominent problem of obvious lack of public funds and all that it brings to the institutions dependent on budget financing. Therefore, the natural way of connecting related entities and related sciences through evolutionary development of different professions into a higher level - into a unique profession with a common theory -- heritology or mnemosophia, which would be implemented into practice by heritage institutions, that is, institutions of public memory as guardians of identity, represents a specific strategic task. One of the tasks of the synthesized theory and practice is based on the sum of the three functions: return - empowerment -- continuation, with the proviso that the institutions which would carry it out would not be there just to collect, preserve and present but also, through cultural action, to encourage creativity and development, promotion and support of quality. At the same time mnemosophia and institutions of public memory have the task to break the misconceptions about the culture being expensive and available only to the rich, and through cultural tourism and other forms of cultural industries, connect the culture with economy for the benefit of the economy and culture, but also for the overall social benefit. In doing so, they must never forget that their main product is - wisdom. [ABSTRACT FROM AUTHOR]