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Titel Knowing the public : a review of museum marketing literature and research
Auteur N. Kawashima
Tijdschrifttitel In:  Museum management and curatorship. 17(1998)1(.21-39)
Annotatie Met bibliogr.
Trefwoorden museumbeleid, museummanagement, publiek, marketing, Verenigd Koninkrijk, tijdschriftartikelen (vorm)


Samenvatting
In the United Kingdom the last two decades have seen a number of changes in government policy towards the arts and culture. Policies have been implemented to encourage museums to develop managerial skills in the areas of marketing and income generation. The purpose of this paper is to suggest a range of research topics which need to be tackled if museums are to develop successfully a new management appoach which is focused on the public.