An investigation into the role of marketing in museum operation: issues, challenges and characteristics

Wild, Zoe (2005) An investigation into the role of marketing in museum operation: issues, challenges and characteristics. MSc dissertation, University of Portsmouth.

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    Abstract

    This dissertation attempts to examine the role of marketing in museum operation today. It investigates the extent to which the principles of marketing influence and determine the development of museums, from quality of service and day-to-day operations to promotional tools. Strategic marketing management was introduced in museums in the 1980s and is still developing as a management philosophy. Many issues and challenges surround this transition, including budgetary constraints, influence from funding bodies' and commercial impact. The principle findings are that museums have developed a more business-like approach to their operation, although in some areas marketing remains simplistic and under-developed. The study is based on fieldwork and the evaluation of six museums with differing management structures, focusing on basic marketing principles.

    Item Type: Dissertation
    Departments/Research Groups: ?? EDAM ??
    Depositing User: Jane Polwin
    Date Deposited: 01 Feb 2011 15:02
    Last Modified: 28 Jan 2015 11:17
    URI: http://eprints.port.ac.uk/id/eprint/1126

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