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Museum Marketing: Competing in the Global Marketplace
Rentschler, Ruth
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Últimas novedades management marketing
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This book applies museum marketing theory in an experiential service context, namely for art galleries and museums. The marketing of museums needs is becoming increasingly sophisticated in an age of declining public funding to each museum, the competitive nature of the information society and the pressures on people for their time. The museum sector is complex in operation with some organisations operating as volunteer organisations, others as venues and collecting institutions, while still others have no collections at all and are exhibition producers. Survival strategies are many and various. The important ones for the museum sector are the increase in competition. Museum marketing needs to adopt a broader market definition of potential visitors in order to compete for the same entertainment dollar as sport, movies, eating out and other pursuits. Museums are part of an experiential service sector, complicated by intangible elements. It is deeply entrenched by emotion and sensory stimuli and little research has been conducted specifically on this aspect of museum marketing. The focus has been on operational matters in museums, with little attention directed to strategic issues of service quality, satisfaction, repeat visitation, the link between visitors and marketing, the museum experience and perceived value to the visitor.
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