Instrumente des Museumsmarketings. Portfolioanalyse, SWOT-Verfahren und Marketingstrategien im Kulturbereich
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Instrumente des Museumsmarketings. Portfolioanalyse, SWOT-Verfahren und Marketingstrategien im Kulturbereich

Instrumente des Museumsmarketings. Portfolioanalyse, SWOT-Verfahren und Marketingstrategien im Kulturbereich


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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Laudius Akademie für Fernstudium (Kulturmanagement), Veranstaltung: Kulturmanagement, Sprache: Deutsch, Abstract: Die vorliegende Arbeit bietet eine übersichtliche Einführung in die Instrumente des Museumsmarketings aus Portfolioanalyse, "SWOT-Verfahren" und Marketingstrategien. Darüber hinaus wird in einem Ausblick dargestellt, dass der Marketing-Mix im Museumsbetrieb keineswegs nur "zeitgemäß" gestaltet werden muss, sondern durchaus auch auch Innovationen und außergewöhnliche Aktionen beziehungsweise Veranstaltungen beinhalten darf und soll. Nur so ist der nötige Freiraum für den Kulturbereich Museum dargetan. Ein "Überstülpen" einer - wie auch immer gearteten - Marketingstrategie erfüllt die Anforderungen an ein innovatives und modernes Museumsmarketing gerade nicht. Ziel geeigneter Marketingstrategien für den Kulturbereich, insbesondere im Bereich des Museums ist es, geeignete Angebote respektive "Produkte" für ihre Besucher anbieten zu können. Die Zielgruppe muss dahingehend auch mit der passenden Preispolitik, Kommunikationsstrategie sowie fachlichen Betreuungsangeboten angesprochen werden. Dahingehend hat sich der Schwerpunkt der Museen vom Sammeln & Bewahren sowie Ausstellen zum Vergnügen aus Erlebnis, Bildung und Veranstaltungskultur verlegt. Diese Entwicklung ist natürlich in der Praxis stark diskutiert.


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Product Details
  • ISBN-13: 9783346243096
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346243095
  • Publisher Date: 14 Aug 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr


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