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Marketing in museums is in a period of major reassessment

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Marketing in museums is in a period of major reassessment. This change in the purpose and priorities of museums has impacted on the nature of museum marketing. The recognition of new museum roles and the need to appeal to differentiated audiences has created new challenges for previously traditional, custodial directors (Gombault, 2002; Rentschler, 2002). This chapter explores the role of marketing in museums over 30 years, from the mid-1970s. It briefly overviews some of the changes which museums have undergone that have Ch01-1-H8065.indd 12 h01-1-H8065.indd 12 5/25/07 5:34:14 PM /25/07 5:34:14 PM led to an increased focus on marketing. It contextualizes the change in marketing approaches and roles within the different management styles for museum directors. In doing so, it shows how these different styles illustrate the changes in professional perspective from the traditional focus on custodial preservation to the more current focus on educating and entertaining the public.