Comparaison de politiques de marketing françaises et britanniques

Abstract

The article focuses on provincial museums and sites with a common Roman interest in Britain and France, using a methodology including survey, interview and observation. Set in the context ofthe international strengthening offree markets, it discusses the estent to which marketing principles have affected museums and sites in the two countries; evidence collected reflects the differing responses, ranging from appointments to presentation policy. National, administrative and ideological différences are identified. The study concludes by assessing the relative impact made by marketing principles and the extent to which they can be viewed positively or negatively, given the varied roles expected of museums/sites and the dramatic changes taking place in commnication.

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