Marketing in question: narratives and impacts about museums public image and management
DOI:
https://doi.org/10.26512/museologia.v9iEspecial.31815Keywords:
Museology and Communication; Museum Marketing; Audience Development; Social Media; Sustainable museums.Abstract
Museum Marketing strategies are management instruments in museological institutions. Their study and use contribute to theoretical and applied Museology on interfaces between Museology and Communication fields and contribute to the need to implement reflections on the most relevant values for museums today. Marketing technics and strategies are presented such as pricing, promotion and communication, external program distribution, a brand image, audience surveys, marketing services, development of new products, self-evaluation, using strategic planning budget and propaganda, including media relations and fundraising, help museums managers to reach their objectives, obtain more quality, wider support and build sustainable museums.
Key words: Museology and Communication; Museum Marketing; Audience Development; Social Media; Sustainable museums.
Museum MarketiKey words: Museology and Communication; Museum Marketing; Audience Development; Social Media; Sustainable museums.
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References
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WEIL, S. (2000). Beyond management: Making museums matter. In paper delivered at Canadian Museums Association Conference. http://www.intercom.museum/ conferences/2000/weil.pdf
BAUTISTA, C. (2013). Social media users say Pinterest is as popular as Twitter. Http://mashable.com/2013/02/15/socil-media-pew-study/
SPHAN/PROMEMÓRIA (1988). Boletim Museus Nacionais: perfil e perspectivas. Edição especial. V.42. Rio de Janeiro, Fundação Nacional pró-memória, agosto de 1988.
CARDOSO, Luisa Duarte. Gestão e Inovação nas Políticas Culturais para Museus: o sistema francês de museus nacionais. Escola de Comunicação/UFRJ. Rio de Janeiro, 2008. (Monografia) https://pantheon.ufrj.br/bitstream/11422/1742/1/LCardoso.pdf
CARVALHO, Rosane Maria Rocha de. Museus: novos aspectos informacionais e comunicacionais. XI ENANCIB GT 9: Museu, Patrimônio e Informação. Rio de Janeiro, ANCIB, 2010. 17 p. http://enancib.ibict.br/index.php/enanci/xienancib/paper/viewFile /3599/2723
CARVALHO, Rosane Maria Rocha de. Museu: novos aspectos informacionais, comunicacionais e gerenciais. XII ENANCIB. Brasília, 2011. http://200.20.0.78 /repositorios/bitstream/handle/123456789/2070/Museu%20-%20Carvalho.pdf? sequence=1
DIMAGGIO, P. (1985). When the profit is quality. Museum News, June, 63(5), 28”“35.
DIMAGGIO, P., Useem, M. and Brown, P. (1978). Audience Studies of the Performing Arts and Museums: A Critical Review. National Endowment for the Arts, Washington, DC.
DEVINE, J. (2008). Partnerships for Progress. In Marty, P. F., & Jones, K. B. (2008). Museum informatics: People, information, and technology in museums (Vol. 2), New York and London: Taylor & Francis Group
EGAN, J. (2011). Relationship Marketing. United Kingdom: Pearson Education.
INSTITUTO BRASILEIRO DE MUSEUS-IBRAM. (2010). Política Nacional de Museus.https://www.museus.gov.br/wpcontent/uploads/2010/01/politica_nacional_museus.pdf
IRWIN, R. & LAUTERBORN, B. (1990). New Marketing Litany: Four Ps Passé: C-Words Take Over. Advertising Age, 61(41), 26. http://rlauterborn.com/pubs/pdfs /4_Cs.pdf
KOTLER, P. and Andreasen, A. R. (2003). Strategic Marketing for Nonprofit Organizations (Sixth edition), Prentice-Hall, Upper Saddle River, NJ.
KOTLER, Neil and KOTLER, Philip. (1998) Museum strategy and Marketing: designing missions, building audiences, generating revenue and resources. São Francisco, Jossey-Bass Publishers, 1998. 395 p.
KOTLER, N. G., KOTLER, P, & KOTLER, W. I. (2008). Museum Marketing and strategy: Designing missions, building audiences, generating revenue and resources (2nd ed.). San Francisco, CA: Jossey-Bass.
MAEDA, Tati. Entenda como funciona a cocriação. http://superstorm.com.br /author/tatti-maeda/http://superstorm.com.br/inovacao/entenda-como-funciona-a-cocriacao
MCCARTHY, E. J. (1960). Basic Marketing: A managerial approach. Illinois, EUA
MCDONALD, Pamela Mays. Desenvolvimento de público, turismo cultural e artes em São Francisco, Califórnia. Carvalho, Rosane Maria Rocha de et alli (org). Cadernos de Memória Cultural 4-Museu em Transformação: as novas identidades dos museus. Rio de Janeiro, Museu da República, 1999. 168 p. p.13 a 21.
MCLEAN, F. (1995). A Marketing Revolution in Museums? Journal of Marketing Management, 11, p. 601-616.
MCLEAN, F. (1997). Marketing the Museum. Routledge, London: New York.
MESSIAS, Maria José Miguel (2018). As Tecnologias de Informação e Comunicação na Democratização do Museu: Estratégias Digitais Participativas e Inclusivas! Universidade Lusófona de Humanidades e Tecnologias, FCSEA - Instituto de Educação. Lisboa. (tese de doutorado). http://recil.grupolusofona.pt/bitstream/handle/ 10437/9550/tese%20doutoramento%20maria%20messias%20com%20j%C3%BAri.pdf?sequence=1
O GLOBO. (2020) O mundo não será o mesmo após o coronavírus. Conheça 6 forças que moldarão o futuro. https://oglobo.globo.com/economia/o-mundo-nao-sera-mesmo-apos-coronavirus-conheca-6-forcas-que-moldarao-futuro-24431458?utm_source=aplicativoOGlobo&utm_medium=aplicativo&utm_campaign=compartilhar
RAVALD, A., & GRÖNROOS, C. (1996). The value concept and relationship Marketing. European Journal of Marketing, 30(2), 19-30. http://www.emeraldinsight.com/doi/pdfplus/10.1108/03090569610106626
REMELGADO, Ana Patrícia Soares Lapa. Estratégias de Comunicação em Museus Instrumentos de Gestão em Instituições Museológicas. Porto, Faculdade de Letras da Universidade do Porto, 2014 (Tese de doutorado) 439 p. https://repositorio-aberto.up.pt/bitstream/10216/109315/2/234122.pdf
RICHANI, E., PAPAIONAMOU, G., & BANOU, C. (2016). Emerging opportunities: the Internet, Marketing and museums. In MATEC Web of Conferences (Vol. 76). EDP Sciences. https://www.matecconferencesorg/articles/matecconf/pdf/2016/39/matecconf _cscc2016_02044.pdf
RICHARDSON, Jim (2019): Quirky Marketing Ideas That Helped Museums Stand Out. Marketing Museum Next. https://www.museumnext.com/article/quirky-Marketing-ideas-that-helped-museums-stand-out/
VISSER, J. (2012). Algumas Coisas Fáceis Para Fazer com as Novas Mídias. In Mendes, L. (ed.) Reprograme Comunicação, Branding e Cultura Numa Nova Era de Museus.
http://reprograme.com.br/#downloads
VISSER, Jasper (2014). The future of museums is about attitude, not technology. Sanderhoff, Merete (ed.). Sharing is Caring: Openness and sharing in the cultural heritage sector. https://www.smk.dk/en/article/the-sharing-is-caring-anthology/
VISSER, Jasper (2017): The Museum of the future. Selected blogposts about museums in Times of social and technological change. http://themuseumofthefuture.com/ tmotf_live_12nu/wp-content/uploads/The-Museum-of-the-Future-Jasper-Visser.pdf
WEIL, S. (1990). Rethinking the Museum: And other meditations. Washington, DC: Smithsonian Institution Press.
WEIL, S. (2000). Beyond management: Making museums matter. In paper delivered at Canadian Museums Association Conference. http://www.intercom.museum/ conferences/2000/weil.pdf
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Published
2020-12-09
How to Cite
Carvalho, R. M. R. de. (2020). Marketing in question: narratives and impacts about museums public image and management. Museologia & Interdisciplinaridade, 9(Especial), 188–202. https://doi.org/10.26512/museologia.v9iEspecial.31815
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Museus, Museologia, Comunicação, Recepção
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