Museum marketing has moved from denial to discovery. Not until the 1980s was marketing recognised as important to museums’ sustainability. This leads to the question of whether museums can afford not to see their audience in a marketing light. – Museum Marketing Research: From Denial to Discovery?, Deakin University
Pressure from declining public funding and increased accountability are leading museums to increase their marketing efforts in order to grow visits, subscriptions and sales. One of the most efficient and low cost methods is through online marketing. However most online platforms are not created for the nuances of museum marketing
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