Specific features of using marketing tools in museums for their successful competition in the leisure market. Active self-financing and creation of a comfortable environment - one of the priority directions of development of museum sphere in Ukraine.
Historically, fine arts organizations have been unaware of or unwilling to acknowledge any similarities between their operations and those of their profit-making counterparts. This is especially true in the case of museums, which traditionally have an elitist attitude toward their publics. As a result they could fail to utilize the appropriate business techniques and be accused of lacking a high degree of professionalism, particularly in the area of marketing, and of course have a lot of problems in their activity. It is exactly the main reason why marketing is actually substantial to the organisations of non-profit sector, and especially museums. For the museums it is essential to count the diverse segments of the market when creating and realising both - marketing and strategic plan. Marketing is usually connected with the notions of efficiency and providing competitiveness, nevertheless with the non-profitable organisations marketing ought to focus on the service of clients. To reach the best client’s serv
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