THE ROLE OF THE MARKETING MIX IN CONCEIVING THE STRATEGIC OPTIONS FOR THE COUNTY MUSEUM OF BOTOSANI

Ruxandra Popescu and Razvan-Andrei Corbos ()
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Razvan-Andrei Corbos: Management Faculty, Academy of Economic Studies, Bucharest
Authors registered in the RePEc Author Service: Răzvan Andrei Corboș

No 24, Proceedings of the Fifth "Administration and Public Management" International Conference: "Public Institutions' Capacity to Implement the Administrative Reform Process", Bucharest, June 23-24, 2009 from Research Centre in Public Administration and Public Services, Bucharest, Romania

Abstract: Museums are institutions that collect, research, promote and interpret objects (Sandell and Janes, 2007). It was insisted on the idea that the whole existence of the museums depends on the possession of a collection (McLean, 1994). While the collection’s care and interpretation are recognized to be the museum’s base functions, the decline in public funding and the pressures on responsibilities have conducted the perception that marketing in museums has an important contribution to the museums’ viability (McLean, 1994). This finding has leaded to a change in the museum’s staff behavior so the base for marketing in the cultural organizations has been created

Keywords: Cultural Institutions; museums; the Marketing Mix. (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
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Published in the Proceedings of the Fifth Administration and Public Management International Conference. Public institutions’ capacity to implement the administrative reform process , Bucharest, June 23-24 2009, pages 233-246

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