Published: 2008-07-16
ISBN:
ISSN: 1650-3686 (print), 1650-3740 (online)
This research is a part of my PhD research that focuses on museum marketing strategy in Taiwanese national museums. This paper aims to examine the growth and development of museum marketing; understand the national museums in Taiwan; identify the global marketing strategy by using the National Palace Museum in Taiwan as an example and; finally; provide suggestions for the National Palace Museum. This paper adopts the qualitative method to collect data. Interviews and the literature review were used to generate the data.
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