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| Author: | Yorke, D. Jones, P. R. |
| Title: | Museums and marketing techniques. |
| Journal: | Management Decision
1987 : VOL. 25:1, p. 25-32 |
| Index terms: | MARKETING MANAGEMENT NON-PROFIT ORGANIZATIONS |
| Language: | eng |
| Abstract: | The application of marketing principles to museums is designed to create a client-centered philosophy. In this climate the users will then be able to participate in both the definition of requirements and the evaluation of the organizations's performance. The surveys carried out in marketing museums demonstrate the problems and benefits of marketing techniques in pointing the way for museums to match the requirements of the public.Organization of Local Authority Museums. Linking market research to museum plans. Difficulty in setting museum objectives. |
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