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Major case study: cultural memory re-presented at the Quai Branly Museum

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Specialties Chicago: University of Chicago Press.

Museum marketing: no longer a dirty word | University College London

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Chapter 4 Competing in the Global Marketplace (Part 3 of 4)

The important ones for the museum sector are the increase in competition. Museum marketing needs to adopt a broader market definition of potential visitors in order to compete for the same entertainment dollar as sport, movies, eating out and other pursuits. Museums are part of an experiential service sector, complicated by intangible elements. It is deeply entrenched by emotion and sensory stimuli and little research has been conducted specifically on this aspect of museum marketing. The focus has been on operational matters in museums, with little attention directed to strategic issues of service quality, satisfaction, repeat visitation, the link between visitors and marketing, the museum experience and perceived value to the visitor. This edited collection of contributions from global experts - both academics and practitioners - aims to clarify museum marketing in this context and to offer new strategies for development of the sector by examining current marketing theory in a museum setting.

Illustrated by case studies, the book is organised around the themes of museum marketing in the global marketplace: audience experiences in the leisure context; marketing, revenue and retail; and museum marketing culture.