A new framework for museum marketing

Hugh Bradford

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

Abstract

In this chapter, I outline a new framework for museum marketing in the light of doctoral research carried out in Scotland. The theoretical background of marketing in general and museum marketing in particular is drawn on, and I examine the choices facing researchers within this field. The problems to be found in the existing concepts of marketing and the difficulties of applying general marketing theory direct to museums are considered. The documentation of existing good practice and the fieldwork and analysis employed to investigate more fully the marketing of Scottish museums are discussed.

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2005Rethinking arts marketing in a changing cultural policy context 2012The conceptual roots of modern museum management dilemmas 2018New modalities for enhancing cultural heritage experience. The enabling role of digital technologies 2013Fatti, più che parole. l'indagine osservante e l'analisi del comportamento di fruizione del visitatore museale 2009Comparative research into the museum governance systems of national museums in the UK and Taiwan

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