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| Author: | Rentschler, R. Gilmore, A. |
| Title: | Museums: Discovering services marketing |
| Journal: | International Journal of Arts Management
2002 : FALL, VOL. 5:1, p. 62-72 |
| Index terms: | Museums Marketing Service Models Management Australia Northern Ireland Europe |
| Language: | eng |
| Abstract: | Although the multi-dimensionality of services marketing is recognized in the services literature, few empirical studies have identified what it means for arts organizations. When considered in the context of museums, the services-marketing dimensions of the visitor experience are central to the concept of service. This paper, using the services-marketing literature as a theoretical grounding for a conceptual model, explores the ability of museums to combine the goals of their mission with their marketing goals. It then assesses services marketing in two not-for-profit museums, one in Northern Ireland and one in Australia. The value of adapting dimensions of services marketing to museums is that it enriches and differentiates the delivery of services. |
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