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.
Аннотация к работе
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