A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities
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 add...
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2014-12-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | http://hrcak.srce.hr/file/195977 |
| _version_ | 1818535079245250560 |
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| author | Tanja Komarac |
| author_facet | Tanja Komarac |
| author_sort | Tanja Komarac |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-11T18:20:03Z |
| format | Article |
| id | doaj.art-af9694048b354618befb935109cd1a6e |
| institution | Directory Open Access Journal |
| issn | 0353-4790 |
| language | English |
| last_indexed | 2024-12-11T18:20:03Z |
| publishDate | 2014-12-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-af9694048b354618befb935109cd1a6e2022-12-22T00:55:18ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47902014-12-01262199214A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market OpportunitiesTanja Komarac0Faculty of Economics & Business, University of ZagrebMuseums 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.http://hrcak.srce.hr/file/195977art marketingmuseum marketingservicesexperiencesnew technologies |
| spellingShingle | Tanja Komarac A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities Tržište art marketing museum marketing services experiences new technologies |
| title | A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities |
| title_full | A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities |
| title_fullStr | A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities |
| title_full_unstemmed | A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities |
| title_short | A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities |
| title_sort | new world for museum marketing facing the old dilemmas while challenging new market opportunities |
| topic | art marketing museum marketing services experiences new technologies |
| url | http://hrcak.srce.hr/file/195977 |
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