Strategic management of museum publics. From identification to communication
DOI:
https://doi.org/10.3145/epi.2013.may.03Keywords:
Museums, Publics, Identification, Prioritization, Communication, Strategy.Abstract
The current social and cultural environment requires museums to adopt new models of management that include the need to communicate effectively with diverse publics considered important for the development of their activity. The aim of this paper is assess the coherence between the importance assigned to strategic publics and the way museums communicate with them. The study was done on a wide sample (111 entities) of museums in Catalonia. The results indicate consistency with only a few groups, suggesting that museums are still in an early stage of adopting any new models, but a trend towards broadening the scope to include groups of interest other than museum visitors.
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