Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum
The report is aimed at revealing the relationship among three critical aspects of a museum, namely Segmentation, Positioning and Marketing Initiatives (SPM). A SPM gear model is being adopted to provide a pictorial illustration of how these three aspects are linked and should move congruently to dri...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2010
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/21239 |
| _version_ | 1811695687858913280 |
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| author | Loh, Corine Cheng Ya Neo, Chi Fang Tan, Yen Ling |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Loh, Corine Cheng Ya Neo, Chi Fang Tan, Yen Ling |
| author_sort | Loh, Corine Cheng Ya |
| collection | NTU |
| description | The report is aimed at revealing the relationship among three critical aspects of a museum, namely Segmentation, Positioning and Marketing Initiatives (SPM). A SPM gear model is being adopted to provide a pictorial illustration of how these three aspects are linked and should move congruently to drive the success of museums in Singapore. An analysis of the findings shows the effectiveness of how the current SPM, of the Singapore Art Museum (SAM) and Asian Civilisations Museum (ACM), support and reinforce each other; recommendations are also proposed to improve this effectiveness.
Ultimately, this study serves to assist museum managers in their marketing strategies, as they prepare to face challenges in serving the changing needs of customers and the dynamic environments. |
| first_indexed | 2024-10-01T07:27:26Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/21239 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:27:26Z |
| publishDate | 2010 |
| record_format | dspace |
| spelling | ntu-10356/212392023-05-19T06:24:03Z Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum Loh, Corine Cheng Ya Neo, Chi Fang Tan, Yen Ling Nanyang Business School Singapore Art Museum Asian Civilizations Museum Krishna Udayasankar, DRNTU::Business::Marketing::Market segmentation The report is aimed at revealing the relationship among three critical aspects of a museum, namely Segmentation, Positioning and Marketing Initiatives (SPM). A SPM gear model is being adopted to provide a pictorial illustration of how these three aspects are linked and should move congruently to drive the success of museums in Singapore. An analysis of the findings shows the effectiveness of how the current SPM, of the Singapore Art Museum (SAM) and Asian Civilisations Museum (ACM), support and reinforce each other; recommendations are also proposed to improve this effectiveness. Ultimately, this study serves to assist museum managers in their marketing strategies, as they prepare to face challenges in serving the changing needs of customers and the dynamic environments. BUSINESS 2010-03-23T08:15:29Z 2010-03-23T08:15:29Z 2010 2010 Final Year Project (FYP) http://hdl.handle.net/10356/21239 en Nanyang Technological University 93 p. application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Market segmentation Loh, Corine Cheng Ya Neo, Chi Fang Tan, Yen Ling Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum |
| title | Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum |
| title_full | Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum |
| title_fullStr | Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum |
| title_full_unstemmed | Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum |
| title_short | Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum |
| title_sort | effectiveness of segmentation positioning and the marketing initiatives of museums in singapore a case study on the singapore art museum and the asian civilizations museum |
| topic | DRNTU::Business::Marketing::Market segmentation |
| url | http://hdl.handle.net/10356/21239 |
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