Museum’s marketing communication tools – results of empirical research

Macalik Joanna
Additional contact information
Macalik Joanna: Wrocław University of Economics, Wrocław, Poland

Management Sciences. Nauki o Zarządzaniu, 2018, vol. 23, issue 2, 12-18

Abstract: 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.

Keywords: museum; marketing communication; marketing communication tools (search for similar items in EconPapers)
Date: 2018
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.15611/ms.2018.2.02 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:mansci:v:23:y:2018:i:2:p:12-18:n:2

DOI: 10.15611/ms.2018.2.02

Access Statistics for this article

Management Sciences. Nauki o Zarządzaniu is currently edited by Mirosława Pluta-Olearnik

More articles in Management Sciences. Nauki o Zarządzaniu from Sciendo
Bibliographic data for series maintained by Peter Golla ().