The Role Of The Marketing Mix In Conceiving The Strategic Options For The County Museum Of Botosani
AbstractMuseums are institutions that collect, research, promote and interpret objects (Sandell and Janes, 2007). It was insisted on the idea that the whole existence of the museums depends on the possession of a collection (McLean, 1994). While the collection’s care and interpretation are recognized to be the museum’s base functions, the decline in public funding and the pressures on responsibilities have conducted the perception that marketing in museums has an important contribution to the museums’ viability (McLean, 1994). This finding has leaded to a change in the museum’s staff behavior so the base for marketing in the cultural organizations has been created
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Bibliographic InfoPaper provided by Research Centre in Public Administration and Public Services, Bucharest, Romania in its series Proceedings of the Fifth "Administration and Public Management" International Conference: "Public Institutions' Capacity to Implement the Administrative Reform Process", Bucharest, June 23-24, 2009 with number 24.
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Publication status: Published in the Proceedings of the Fifth Administration and Public Management International Conference. Public institutions’ capacity to implement the administrative reform process , Bucharest, June 23-24 2009, pages 233-246
Cultural Institutions; museums; the Marketing Mix.;
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