Marketingstrategien im Museum. Markenbildung und Branding in Kulturunternehmen
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Marketingstrategien im Museum. Markenbildung und Branding in Kulturunternehmen

Marketingstrategien im Museum. Markenbildung und Branding in Kulturunternehmen


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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich Kunst - Kunstgeschichte, Note: 2,3, Ruprecht-Karls-Universität Heidelberg (IEK - Institut für Europäische Kunstgeschichte), Veranstaltung: Ausstellungen planen, realisieren und vermitteln., Sprache: Deutsch, Abstract: Die Arbeit thematisiert Marketingstrategien musealer Unternehmen. Die allgemeine Ausrichtung eines Museums wird anhand von grundlegenden theoretischen Arbeitsweisen untersucht, um zu beleuchten, inwieweit die Ausbildung eines individuellen Markenkerns relevant ist. Dabei spielt der klassische Museumsbesucher, vor allem aber die Arbeitsweise der Museen, im Hinblick auf die Gestaltung der gezielten Werbe- und Marketingmöglichkeiten, eine entscheidende Rolle. Zu Zeiten defizitärer Haushalte von Bund und Länder gestaltet sich die Unterstützung von Museen als zunehmend erschwerend und problematisch, was Etatkürzungen und Einsparungen an Personal und Material zur Folge hat, die sich oftmals in einer abnehmenden Qualität von Arbeitsprozessen und Ausstellungsstandards, widerspiegelt. Zwar werden ausbleibende Gelder nicht selten durch öffentliche Spenden und private Gönner aufgefangen, allerdings wird das Museum als solches und vor allem dessen zuständigen Mitarbeiter vor die kaum zu bewältigende Aufgabe gestellt, Kosten einzusparen und die Qualität der Ausstellungen trotz alledem auch mit geringeren Mitteln aufrechtzuerhalten. Auf welche Weise können die Museen das Publikum zunächst einmal erreichen und in einem zweiten Schritt dauerhaft an sich binden?


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Product Details
  • ISBN-13: 9783346025227
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 140 mm
  • ISBN-10: 3346025225
  • Publisher Date: 24 Aug 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 86 gr


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Marketingstrategien im Museum. Markenbildung und Branding in Kulturunternehmen
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