By the Community, for the Community: Exhibiting New Model Army's 25 Years of Rock Visual Heritage

Abstract

This chapter explores the role of marketing in museums over 30 years, from the mid-1970s. It briefly overviews some of the changes which museums have undergone that have led to an increased focus on marketing. Museums contribute not only to social and cultural development, but also to the spiritual and emotional sense of national self through telling stories. In the UK, government is responsible for roughly 60 per cent of museum funding. The chapter contextualizes the change in marketing approaches and roles within the different management styles for museum directors. It shows how these different styles illustrate the changes in professional perspective from the traditional focus on custodial preservation to the more current focus on educating and entertaining the public. The style of the director impacts on the performance of the museum, given that there may be a gap between the desired performance and actual performance, due to the nature of museums as professional bureaucracies.

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