De l'approche marketing dans les musées

Abstract

The aim of this article is to present research undertaken in the field of museum marketing, within the context of the evolution of museums and of marketing today. Are therefore examined the conditions under which marketing made its appearance in the muséum world and the specific problems and risks that an uncontrolled application of these methods could bring about. Finally, marketing is analysed as an instrument to serve muséums but which does not, and cannot, answer ail the questions raised by the transformations of these institutions.

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