MARKETING U MUZEJU – OD PREDRASUDE DO POTREBE

Abstract

Most museums in our country are budget institutions, which largely determines their programme policy. Marketing activities are undertaken mainly for individual actions, and marketing strategy is not understood as a way to improve the business of the institution. The aim of this paper is to point out the need for implementing a marketing concept in museums also in our circumstances. The first part of the paper will discuss the brief characteristics of for-profit marketing with an emphasis on negative connotations arising exclusively from bad practice, which, among other things, led to a certain mystification around the importance of marketing in cultural institutions. Then follows the part that discusses the application of marketing in culture, or the beginnings of its application, the reasons for its application and the differences between for-profit marketing and marketing in cultural institutions. The focus of the paper will be marketing in the museum, its tasks, goals, its role in acquiring financial effects from cultural tourism ... Before presenting important conclusions, a review of museum marketing as a need will be given, in the context of a dynamic environment, financing, changes in audience requirements, the application of new technologies ...