Marketing and Museums

Abstract

Looks at the historical background of museums, stating that there is no national museum service, and that the administration of museums lies in a variety of hands: departments of central government, county councils, district councils, private companies, trustees, etc. Examines the marketing of museums and its research. Reveals that, despite there being a call for a more scientific approach towards museum surveys, little appears to have been done either at a national or international level. Concludes that there is a need to analyse people's needs in order to make a museum a viable project.

Citation

Yorke, D.A. and Jones, R.R. (1984), "Marketing and Museums", European Journal of Marketing, Vol. 18 No. 2, pp. 90-99. https://doi.org/10.1108/EUM0000000004773