A New World for Museum Marketing? Facing the Old Dilemmas while Challenging New Market Opportunities

Article OPEN
Tanja Komarac;
(2014)
  • Publisher: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
  • Journal: Tržište, volume 26, issue 2, pages 199-214 (issn: 0353-4790)
  • Publisher copyright policies & self-archiving
  • Subject: art marketing | Marketing. Distribution of products | museum marketing | art marketing; museum marketing; services; experiences; new technologies | new technologies | HF5410-5417.5 | services | experiences

Museums are part of a wider cultural and entertainment environment, which is ruled by highly demanding visitors who seek immersive experiences (edutainment) and time-saving arrangement. This has encouraged and, in some opinions, forced museums to turn their focus from c... View more
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