Can Museums be all Things to all People? Missions, Goals, and Marketing’s Role
Author(s)
Kotler, Neil; Kotler, Philip
Abstract
Increasingly, reaching a broad audience is becoming a main focus of museums for a variety of reasons, including a need to generate revenue. In order to expand its audience, museums must create ties with the community and show the public the advantages of entering its doors instead of partaking in other activities. However, with such a vast audience, museums must set clear goals to meet the needs of both the public and the institution itself. In order to build greater audiences, the author suggests three possible strategies. These include improving the museum-going experience, community service, and market repositioning toward entertainment. The challenge exist in maintaining the museum’s mission, since the goals set can easily be lost if it tries too fervently to be all things to all people.
