Museum Global Marketing: a case study of the National Palace Museum (Taiwan)

Yu-Chien Chang

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Museums and Cultural Heritage Diverse Aspects of Tourism Research Marketing and Advertising Strategies

Abstract

This research is a part of my PhD research that focuses on museum marketing strategy in Taiwanese national museums. This paper aims to examine the growth and development of museum marketing, understand the national museums in Taiwan, identify the global marketing strategy by using the National Palace Museum in Taiwan as an example and, finally, provide suggestions for the National Palace Museum. This paper adopts the qualitative method to collect data. Interviews and the literature review were used to generate the data.

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References

2000Marketing management: analysis. planning. implementation and control 1969Broadening the Concept of Marketing 2005Global marketing and advertising: understanding cultural paradoxes 1985Strategic marketing for nonprofit organizations 2008Marketing for nonprofit organizations 2005The Engaging Museum: Developing Museums for Visitor Involvement 1996Museums and their Visitors 2006A Companion to Museum Studies

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