TY - JOUR
TI - Marketing Strategies in Museums
AU - Gaweł, Łukasz
TI - Marketing Strategies in Museums
AB - 
	Many Polish museums have yet to discover and claim their position in the broader social context. All too often, their activity is in no way related to the needs, expectations, and aspirations of the visitors. This state of affairs is caused first and foremost by the attitude of suspicious aversion towards marketing strategies, with the latter being perceived as an element of a market-driven game characteristic to the business sector which, in turn, is commonly associated with dishonesty and objectives standing in stark contrast to public cultural institutions’ mission. This article delineates the actual significance of marketing strategy in museums by presenting the effects of their lacking in interest in own auditoriums’ needs.

	*Niniejszy artykuł jest rozszerzoną i uzupełnioną wersją tekstu drukowanego w: Ł. Gaweł, F. Skowron, A. Szostak, Raport z projektu badawczego „Krakowski Odbiorca Kultury”, Wydawnictwo Attyka, Kraków 2019.
VL - 2019
IS - Volume 20, Issue 4
PY - 2019
SN - 1896-8201
C1 - 2084-3976
SP - 489
EP - 502
DO - 10.4467/20843976ZK.19.029.11708
UR - https://ejournals.eu/en/journal/zarzadzanie-w-kulturze/article/strategie-marketingowe-w-muzeach
KW - museum
KW - marketing strategies
KW - auditorium
KW - marketing in museums