Article | Comparing: National Museums; Territories; Nation-Building and Change. NaMu IV; Linköping University; Norrköping; Sweden 18-20 February 2008 | Comparing Strategic Approaches between National and Private Museums in Athens

Title:
Comparing Strategic Approaches between National and Private Museums in Athens
Author:
Mavragani Eleni: Department of Business Administration, University of the Aegean, Chios Island, Greece
Download:
Full text (pdf)
Year:
2008
Conference:
Comparing: National Museums; Territories; Nation-Building and Change. NaMu IV; Linköping University; Norrköping; Sweden 18-20 February 2008
Issue:
030
Article no.:
017
Pages:
225-232
No. of pages:
8
Publication type:
Abstract and Fulltext
Published:
2008-05-20
Series:
Linköping Electronic Conference Proceedings
ISSN (print):
1650-3686
ISSN (online):
1650-3740
Publisher:
Linköping University Electronic Press; Linköpings universitet


A qualitative research was carried out among people who work in the major national and private museums in the city of Athens. The empirical research and the literature review revealed that there are not only structural differences between public and private museums; but marketing strategies as well. This research study made an attempt to investigate whether museum managers consider modern tools as an implement to fulfil their mission and magnify up-to-date visitors’ satisfaction. Most of the museums seem not to adapt contemporary approaches in their operation; although most of the directors believe that those strategies could lead museum institutions into a more desirable level.

Comparing: National Museums; Territories; Nation-Building and Change. NaMu IV; Linköping University; Norrköping; Sweden 18-20 February 2008

Author:
Mavragani Eleni
Title:
Comparing Strategic Approaches between National and Private Museums in Athens
References:

Cowell; D.W. (1984). The marketing of services; Butterworth Heinemann; Great Britain.


Gilmore; A. and Rentschler; R. (2002). Changes in museum management. A custodial or marketing emphasis? Journal of Management Development; Vol. 21; No. 10; pp. 745–760.


Goulding; C. (2000). The museum environment and the visitor experience. European Journal of Marketing; Vol. 34; No. 3/4; pp. 261–278.


Kawashima; N. (1998). Knowing the Public. A Review of Museum Marketing Literature and Research. Journal of Museum Management and Curatorship; Vol. 17; No. 1; pp. 21–39.


Kotler; N. (2001). New Ways of Experiencing Culture: the Role of Museums and Marketing Implications. Journal of Museum Management and Curatorship; Vol. 19; No. 4; pp. 417–425.


Kotler; N. and Kotler; P. (2000). Can Museums be all things to all people?: Missions; goals and marketing’s role. Journal of Museum Management and Curatorship; Vol. 18; No. 3; pp. 271–287.


Maier; E. (1999). Will online images prove to be a multimedia cornucopia for museums? Aslib Proceedings; Vol. 51; No. 10; pp. 325–334.


McPherson; G. (2006). Public memories and private tastes: The shifting definitions of museums and their visitors in the UK. Journal of Museum Management and Curatorship; Vol. 21; No. 1; pp. 44–57.


Mottner; S and Ford; J. B. (2005). Measuring nonprofit marketing strategy performance: the case of museum stores. Journal of Business Research; Vol. 58; No. 6; pp. 829–840.


Rowley; J. (1999). Measuring total customer experience in museums. International Journal of Contemporary Hospitality Management; Vol. 11; No. 6; pp. 303–308.


Tobelem; J.-M. (1998). The Marketing Approach in Museums. Journal of Museum Management and Curatorship; Vol. 16; No. 4; pp. 337–354.


Wood; G. and Rentschler; R. (2003). Ethical behaviour: the means for creating and maintaining better reputations in arts organizations. Management Decision Journal; Vol. 41; No. 6; pp. 528–537.


Relevant Websites


http://www.culture.gr


http://odysseus.culture.gr


http://odysseus.culture.gr/h/1/eh10.jsp


http://odysseus.culture.gr/h/1/eh151.jsp?obj_id=3249

Comparing: National Museums; Territories; Nation-Building and Change. NaMu IV; Linköping University; Norrköping; Sweden 18-20 February 2008

Author:
Mavragani Eleni
Title:
Comparing Strategic Approaches between National and Private Museums in Athens
Note: the following are taken directly from CrossRef
Citations:
No citations available at the moment