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The history of the museum is one of shifting purposes and changing ideals. Taking a close look at the specific needs of this sector, this volume asks if it is possible to define the product which the modern museum can offer. Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? Or, as anti-marketing lobbyists believe, should marketing play only the smallest of roles, if any at all? In this volume, the marketing of a museum is not seen in terms of product, ...

Marketing the Museum 1997, Routledge, London, England

ISBN-13: 9780415103923