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Australian museums and the modern public: A marketing context


Lehman, KF, Australian museums and the modern public: A marketing context, The Journal of Arts Management, Law and Society, 39, (2) pp. 87-100. ISSN 1063-2921 (2009) [Refereed Article]

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Copyright 2009 Heldref Publications

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DOI: doi:10.3200/JAML.39.2.87-100


This article views museums from a marketing perspective and takes a qualitative research approach, seeking insight into the way Australian museums operate in the current social environment and how they see themselves and their audiences in light of the expectations of the "modern" public. Specifically, it seeks to answer the questions: What do museums see as the drivers of change in the museum sector in recent years? How do they think the public has changed? How have museums responded to the changes in both society and their visitors?

Item Details

Item Type:Refereed Article
Keywords:Australia, museum concept, museum marketing, public
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Lehman, KF (Dr Kim Lehman)
ID Code:58833
Year Published:2009
Web of Science® Times Cited:13
Deposited By:Management
Deposited On:2009-10-30
Last Modified:2014-10-31
Downloads:3 View Download Statistics

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