Title:

Museum’s marketing communication tools – results of empirical research

Group publication title:

Nauki o Zarządzaniu = Management Sciences

Title in english:

Management Sciences

Creator:

Macalik, Joanna

Subject and Keywords:

museum ; marketing communication ; marketing communication tools ; muzeum ; komunikacja marketingowa ; narzędzia komunikacji marketingowej

Description:

Management Sciences, 2018, vol. 23, no. 2, s. 12-18

Abstrakt:

The aim of the article is to present the results of a quantitative survey of marketing managers in Polish museums on the marketing communication tools used in these institutions. The survey was conducted using the CAWI method in 2017 on a group of 85 marketing managers in museums. In the study, the scope of application and the importance of particular marketing communication tools for museums were established. It has been shown that advertising and Public Relations have a key role in the promotion of museums, in particular contact with the media and the organization of events. This study shows that a large group of Polish museums uses a fairly narrow range of marketing communication tools and that they only sporadically reach for modern communication tools. The article also presents the factors that have a positive and negative impact on the possibility of implementing effective marketing communication in museums

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Wrocław

Date:

2018

Resource Type:

artykuł

Format:

application/pdf

Resource Identifier:

doi:10.15611/ms.2018.2.02

Language:

eng

Relation:

Management Sciences = Nauki o Zarządzaniu, 2018, vol. 23, no. 2

Rights:

Pewne prawa zastrzeżone na rzecz Autorów i Wydawcy

Access Rights:

Dla wszystkich zgodnie z licencją

License:

CC BY-NC-ND 3.0 PL

Location:

Uniwersytet Ekonomiczny we Wrocławiu