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| Tekijä: | Gürel, E. Kavak, B. |
| Otsikko: | A conceptual model for public relations in museums |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:1/2, p. 42-65 |
| Asiasana: | public relations market orientation museums |
| Vapaa asiasana: | modelling |
| Kieli: | eng |
| Tiivistelmä: | The purpose of this article is to present a conceptual model for public relations (here as: pr) specific to museums. The findings show that market orientation level of the management and the interest level of the public are the major factor influencing the effectiveness of the pr. programs in museums. Interest level of the public is argued to be a useful segmentation variable for museums. The main argument of the paper states that marketing principles should be an integral part of the pr. practices of museums. |
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