A NEW WORLD FOR MUSEUM

Topics: Marketing, Museum, British Museum Pages: 17 (8769 words) Published: March 21, 2015
NOVI SVIJET ZA MARKETING MUZEJA?
SUOČAVANJE SA STARIM NEDOUMICAMA
PRI IZAZIVANJU NOVIH TRŽIŠNIH PRILIKA
UDK 069:658.8
Pregledni rad
Review

Tanja Komarac, Spec. M. Sc. Econ.
Teaching and research assistant
Faculty of Economics and Business, University of Zagreb
Trg J.F. Kennedyja 6, 10000 Zagreb, CROATIA
Phone: ++385 238 3305; Mobile: ++385 99 263 5103
E-mail: tkomarac@efzg.hr

Ključne riječi:
marketing u kulturi i umjetnosti, marketing muzeja,
usluge, iskustva, nove tehnologije

SAŽETAK
Muzeji pripadaju širem kulturnom i zabavnom
okruženju u kojem vladaju izrazito zahtjevni posjetitelji koji traže izuzetna iskustva (edukacije i zabave istovremeno) s uštedom vremena. To je
potaknulo, a po nekim mišljenjima i prisililo muzeje da se usmjere od kolekcija prema posjetiteljima. Oni se isto tako susreću s konkurencijom i novim tehnologijama u obliku virtualnih muzeja
i virtualne stvarnosti. To je dovelo do naglašavanja potrebe prihvaćanja marketinga kao sredstva za preživljavanje muzeja i poveznice između
muzeja i posjetitelja.

Key words:
art marketing, museum marketing, services, experiences, new technologies

ABSTRACT
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 collections to visitors. In addition, museums have

faced competition and new technologies in the
form of virtual museums and virtual reality. This
has emphasized the need to accept marketing as
a survival tool and to make it into a link between
museums and visitors.

TRŽIŠTE

A NEW WORLD FOR MUSEUM
MARKETING? FACING THE OLD DILEMMAS
WHILE CHALLENGING NEW MARKET
OPPORTUNITIES

■ Vol. XXVI (2014), br. 2, str. 199 - 214

TRŽIŠTE

200

Tanja Komarac

U članku se pokušava dati uvid u aktualno područje marketinga muzeja kao dijela marketinga u kulturi i umjetnosti. Isto tako, cilj je identificirati i
objasniti glavne izazove i prilike s kojima se muzeji susreću u svakodnevnom poslovanju kako bi se dobio uvid u složen svijet marketinga muzeja.
Predstavljena su, sažeta i analizirana dosadašnja
saznanja o razvoju marketinga muzeja, njegovim
promjenama i izazovima.

This article attempts to give current insights into
museum marketing as part of the arts marketing
field. Its aim is also to identify and explain some
of the major challenges and opportunities facing
everyday museum business, in order to provide
insight into the complex world of museum marketing. Former findings about the development of museum marketing and its biggest changes
and challenges are presented, summarized and
analyzed.

A NEW WORLD FOR MUSEUM MARKETING? FACING THE OLD DILEMMAS WHILE CHALLENGING NEW MARKET OPPORTUNITIES

The idea of museum can be found in early human civilization. Since then, museums have evolved with society, but not always at the same
pace. Throughout their history, museums have
constantly struggled to overcome modern challenges. Recently, the world of art has changed significantly. Museums have faced a market that
is totally strange and unwelcoming to them. Balloffet, Courvoisier and Lagier (2014, p. 4) stress that “radical changes are currently taking place in
heritage institutions” – not only in traditional museums, but also in other institutions, such as planetariums, historical monuments, nature parks etc. Today, “museums are drivers of economic
growth and community revitalization in a way
that goes beyond traditional economic impact
analysis” (AECOM, 2013). They operate in a highly
competitive leisure market, trying to meet the
expectations of increasingly discerning visitors
(Conway & Leighton, 2012). Accordingly, “marketing is no longer an option for museums, it is a survival tool” (Rentschler, 2007, p. 12).

The aim of this paper is to give current insights
into the museum marketing...
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