Drawing together a selection of high quality, intellectually
robust and stimulating articles on both theoretical and
practice-based developments in the field, this Reader investigates
the closely linked areas of management and marketing in the
museum.
The articles, from established and world-renowned contributors,
practitioners and writers at the leading edge of their fields, deal
with the museum context of management and how marketing and
management practices must take account of the specifics of the
museum and the not-for-profit ethos.
Key writings from broader literature are included, and the
collection of key writings on the investigation and study of
management and marketing in the museum are of great benefit not
only to those studying the subject, but also to professionals
working and developing within the field.
General
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