Which constituencies should we market to? A conceptual model of publics for the not for profit museum

Lehman, KF (2006) Which constituencies should we market to? A conceptual model of publics for the not for profit museum. In: 2nd Biennial Conference of the World Academy of World Business, Marketing and Management Development, 10-13 July 2006, Paris.

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Abstract

There are a number of factors that have played a crucial role in the development of not for profit museum management in modern times. One factor that rarely receives attention is the numerous publics that museums need to satisfy, and consequently to market to. This paper explores the publics that museums need to satisfy from a marketing perspective. It presents a new approach: a conceptual ‘resource conversion and influence’ model of museum publics that illustrates the diversity and interconnectedness of publics in the not for profit museum sector, as well as the significance of certain groups.

Item Type:	Conference or Workshop Item (Paper)
Keywords:	museum marketing; publics; not for profit
ID Code:	8525
Deposited By:	Dr KF Lehman
Deposited On:	30 Mar 2009 10:14
Last Modified:	30 Mar 2009 10:14
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