The history of the museum is one of shifting purposes and changing
ideals. Taking a close look at the specific needs of this sector,
this volume asks if it is possible to define the "product" which
the modern museum can offer. Are the theories of marketing
developed for manufactured goods in any way relevant to the
experience of visiting a museum? Or, as anti-marketing lobbyists
believe, should marketing play only the smallest of roles, if any
at all? In this volume, the marketing of a museum is not seen in
terms of "product", but rather as the process by which one can
build a relationship between the museum and the public. This study
shows how museums can overcome the numerous hurdles on the route to
achieving a marketing orientation. It gives practical guidelines to
the specific ways in which marketing can be tailored to the needs
of museums and play a useful and acceptable role in today's
museums, in achieving their ultimate purpose of serving the
community.
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