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Adopting marketing strategies in mus...

Lin, Chyong-Ling.

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Adopting marketing strategies in museums.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Adopting marketing strategies in museums./
作者:	Lin, Chyong-Ling.
面頁冊數:	122 p.
附註:	Director: Mark Baron.
Contained By:	Dissertation Abstracts International62-03A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3007069
ISBN:	0493164375

Adopting marketing strategies in museums.
Lin, Chyong-Ling.

Adopting marketing strategies in museums. - 122 p.

Director: Mark Baron.

Thesis (Ed.D.)--University of South Dakota, 2001.

Many people do not visit museums because the images of museums are boring, private, and irrelevant. Museums should shift their role from static storehouses to providing interactive learning environments for visitors. Using industrial marketing strategies to run a museum is a new concept that will enable museum directors to expand museums' business.

ISBN: 0493164375Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Adopting marketing strategies in museums.
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100 1 $a Lin, Chyong-Ling. $3 1256444
245 1 0 $a Adopting marketing strategies in museums.
300 $a 122 p.
500 $a Director: Mark Baron.
500 $a Source: Dissertation Abstracts International, Volume: 62-03, Section: A, page: 1125.
502 $a Thesis (Ed.D.)--University of South Dakota, 2001.
520 $a Many people do not visit museums because the images of museums are boring, private, and irrelevant. Museums should shift their role from static storehouses to providing interactive learning environments for visitors. Using industrial marketing strategies to run a museum is a new concept that will enable museum directors to expand museums' business.
520 $a The purpose of this study was to determine and compare museum directors' perceptions regarding the adoption of marketing strategies, product management, customer services, and online services in museums. A researcher-developed survey instrument consisting of 45 items was designed and used to collect data from 400 randomly selected museum directors in the United States.
520 $a Findings which emerged from this study include the following. (1) The typical museum director was female, 41–60 years old, who had completed a master's degree and less than five years experience as a museum director in art museums or history museums. (2) Most museum directors adopted newspapers, magazines, and held community activities to increase visitors' attendance to the museums. (3) Most museum directors believed museums should offer programs for diverse groups, have interactive activities to match visitors' learning styles, and have trained docents to explain exhibits. (4) Most museums updated their homepage once a month. They believed an online museum is like a preview that provides general information and exhibition schedules to encourage visitors to visit the museums in person. (5) Museum directors' age and years of experience as museum directors were not influential in their attitudes toward implementing marketing strategies. (6) Museum directors' gender, age, years of experience as museum directors, and population in the city where the museum were located did not influence their attitudes toward advantages of online museums. (7) Male museum directors in larger cities were more willing than other directors to pay advertising agencies to enhance their museums' image.
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