Australian Museums and the Modern Public: A Marketing Context

This article views museums from a marketing perspective and takes a qualitative research approach, seeking insight into the way Australian museums operate in the current social environment and how they see themselves and their audiences in light of the expectations of the "modern" public....

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Bibliographic Details
Published in:The Journal of arts management, law, and society law, and society, 2009-07, Vol.39 (2), p.87-100
Main Author: Lehman, Kim
Format: Article
Language:English
Subjects:
Australia
Changes
Cultural organizations
Marketing
museum concept
Museum exhibits
museum marketing
Museums
Organizational structure
public
Society
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Summary:This article views museums from a marketing perspective and takes a qualitative research approach, seeking insight into the way Australian museums operate in the current social environment and how they see themselves and their audiences in light of the expectations of the "modern" public. Specifically, it seeks to answer the questions: What do museums see as the drivers of change in the museum sector in recent years? How do they think the public has changed? How have museums responded to the changes in both society and their visitors?
ISSN:1063-2921
1930-7799
DOI:10.3200/JAML.39.2.87-100