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A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities

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  • Tanja Komarac

    (Faculty of Economics and Business, University of Zagreb)

Abstract

Museums are part of a wider cultural and entertainment environment, which is ruled by highly demanding visitors who seek immersive experiences (edutainment) and time-saving arrangement. This has encouraged and, in some opinions, forced museums to turn their focus from collections to visitors. In addition, museums have faced competition and new technologies in the form of virtual museums and virtual reality. This has emphasized the need to accept marketing as a survival tool and to make it into a link between museums and visitors.This article attempts to give current insights into museum marketing as part of the arts marketing field. Its aim is also to identify and explain some of the major challenges and opportunities facing everyday museum business, in order to provide insight into the complex world of museum marketing. Former findings about the development of museum marketing and its biggest changes and challenges are presented, summarized and analyzed.

Suggested Citation

  • Tanja Komarac, 2014. "A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 26(2), pages 199-214.
    • Handle: RePEc:zag:market:v:26:y:2014:i:2:p:199-214
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    References listed on IDEAS

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    1. Alcaraz, Celeste & Hume, Margee & Mort, Gillian Sullivan, 2009. "Creating sustainable practice in a museum context: Adopting service-centricity in non-profit museums," Australasian marketing journal, Elsevier, vol. 17(4), pages 219-225.
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    Cited by:

    1. Manuel Cuadrado & Maja Šerić & Martina G. Gallarza, 2018. "Evaluating Dance Consumption through the Experiential Value Approach," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(2), pages 147-164.
    2. Mara Cerquetti & Concetta Ferrara, 2018. "Marketing Research for Cultural Heritage Conservation and Sustainability: Lessons from the Field," Sustainability, MDPI, vol. 10(3), pages 1-16, March.

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