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The Role Of The Marketing Mix In Conceiving The Strategic Options For The County Museum Of Botosani


  • Ruxandra Irina POPESCU

    () (Management Faculty, Academy of Economic Studies, Bucharest)

  • Razvan-Andrei CORBOS

    () (Management Faculty, Academy of Economic Studies, Bucharest)


Museums 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

Suggested Citation

  • Ruxandra Irina POPESCU & Razvan-Andrei CORBOS, "undated". "The Role Of The Marketing Mix In Conceiving The Strategic Options For The County Museum Of Botosani," Proceedings of the Fifth "Administration and Public Management" International Conference: "Public Institutions' Capacity to Implement the Administrative Reform Process", Bucharest, June 23-24, 2009 24, Research Centre in Public Administration and Public Services, Bucharest, Romania.
  • Handle: RePEc:rom:confca:24

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    More about this item


    Cultural Institutions; museums; the Marketing Mix.;

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other


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