Why Market? Exploring Resistance to Marketing and Ways in Which Museums Can Market Their Organization
Hatcher, Sarah M.
“Marketing” and “museums” are words that are not often thought of in conjunction with one another outside of the museum field. Within the museum field there has been resistance to the need for marketing. However, due to decreasing governmental funding for the arts, museum administrators have learned to accept marketing as a necessity. Despite this, museum administrators still need to move from thinking of marketing as something done for a special event to utilizing it in everyday operations. Current marketing literature tends to address marketing for larger institutions. Many museums in this country are not large enough to have enough staff to initiate the type of marketing plans that are recommended by the literature. This project will assist small museum administrators in using marketing to better address their particular needs. To come to an understanding of the needs of small museums, I chose the Lane County Historical Museum as a case study.