Mavragani Eleni
Department of Business Administration, University of the Aegean, Chios Island, Greece
Ladda ner artikel
Ingår i: Comparing: National Museums; Territories; Nation-Building and Change. NaMu IV; Linköping University; Norrköping; Sweden 18-20 February 2008
Linköping Electronic Conference Proceedings 30:17, s. 225-232
Publicerad: 2008-05-20
ISBN:
ISSN: 1650-3686 (tryckt), 1650-3740 (online)
A qualitative research was carried out among people who work in the major national and private museums in the city of Athens. The empirical research and the literature review revealed that there are not only structural differences between public and private museums; but marketing strategies as well. This research study made an attempt to investigate whether museum managers consider modern tools as an implement to fulfil their mission and magnify up-to-date visitors’ satisfaction. Most of the museums seem not to adapt contemporary approaches in their operation; although most of the directors believe that those strategies could lead museum institutions into a more desirable level.
Cowell; D.W. (1984). The marketing of services; Butterworth Heinemann; Great Britain.
Gilmore; A. and Rentschler; R. (2002). Changes in museum management. A custodial or marketing emphasis? Journal of Management Development; Vol. 21; No. 10; pp. 745–760.
Goulding; C. (2000). The museum environment and the visitor experience. European Journal of Marketing; Vol. 34; No. 3/4; pp. 261–278.
Kawashima; N. (1998). Knowing the Public. A Review of Museum Marketing Literature and Research. Journal of Museum Management and Curatorship; Vol. 17; No. 1; pp. 21–39.
Kotler; N. (2001). New Ways of Experiencing Culture: the Role of Museums and Marketing Implications. Journal of Museum Management and Curatorship; Vol. 19; No. 4; pp. 417–425.
Kotler; N. and Kotler; P. (2000). Can Museums be all things to all people?: Missions; goals and marketing’s role. Journal of Museum Management and Curatorship; Vol. 18; No. 3; pp. 271–287.
Maier; E. (1999). Will online images prove to be a multimedia cornucopia for museums? Aslib Proceedings; Vol. 51; No. 10; pp. 325–334.
McPherson; G. (2006). Public memories and private tastes: The shifting definitions of museums and their visitors in the UK. Journal of Museum Management and Curatorship; Vol. 21; No. 1; pp. 44–57.
Mottner; S and Ford; J. B. (2005). Measuring nonprofit marketing strategy performance: the case of museum stores. Journal of Business Research; Vol. 58; No. 6; pp. 829–840.
Rowley; J. (1999). Measuring total customer experience in museums. International Journal of Contemporary Hospitality Management; Vol. 11; No. 6; pp. 303–308.
Tobelem; J.-M. (1998). The Marketing Approach in Museums. Journal of Museum Management and Curatorship; Vol. 16; No. 4; pp. 337–354.
Wood; G. and Rentschler; R. (2003). Ethical behaviour: the means for creating and maintaining better reputations in arts organizations. Management Decision Journal; Vol. 41; No. 6; pp. 528–537.
Relevant Websites
http://www.culture.gr
http://odysseus.culture.gr
http://odysseus.culture.gr/h/1/eh10.jsp
http://odysseus.culture.gr/h/1/eh151.jsp?obj_id=3249
