Naslov
Museum marketing and virtual museums in 21st century: Can museums survive without it?

Autori
Komarac, Tanja ; Ozretić Došen, Đurđana ; Škare, Vatroslav

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
5th EMAC Regional Conference - Marketing Theory Challenges in Emerging Markets / Maja Szymura-Tyc - Katovice : University of Economics Katowice, 2014, 105-112

ISBN
978-83-7875-210-3

Skup
5th EMAC Regional Conference - Marketing Theory Challenges in Emerging Markets

Mjesto i datum
Katowice, Poljska, 24.09.2014. - 26.09.2014

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
arts marketing; museums; virtual museums

Sažetak
Museum marketing is a dynamic and complex field, usually (mistakenly) considered less attractive to researchers. The goal of this paper is to discuss current role of marketing in museums and market trends which are affecting their business (new visitor needs, search for intelligent fun, and new technologies - virtual museums) in the context of a transitional market. The results of an exploratory qualitative research, conducted in 17 Croatian museums show that museum professionals have positive opinions about marketing although they still consider it as tactical and not as strategic tool. Moreover, they perceive virtual museums only as extensions of existing physical museums. Findings provide a valuable insight to arts marketing academics and professionals about changes in museum marketing and help to shape (at least) one of the missing parts of marketing museum picture.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA