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The strategic role of electronic marketing in the Australian museum sector


Lehman, K and Roach, G, The strategic role of electronic marketing in the Australian museum sector, Museum Management and Curatorship, 26, (3) pp. 291-306. ISSN 0964-7775 (2011) [Refereed Article]

Copyright Statement

Copyright 2011 Taylor & Francis

DOI: doi:10.1080/09647775.2011.585806


Issues such as whether Museum websites are used for marketing purposes, and what role they play in museum's broader marketing strategy, have relevance the theory and practice. yet, little is written on museums and other cultural institutions within the electronic marketing literature. This paper explores a strategic role of electronic marketing in the Australian Museum sector, taking a qualitative approach and using in-depth interviews strategic and operational level staff from all of the Australian state museums as a data source. Findings indicate that Australian state museums increasingly use their websites to communicate with audiences in a marketing sense, with an emphasis, however, on tactical rather than strategic use. The success of an electronic marketing strategy appears to rest with the support and acceptance the technology has within the museum.

Item Details

Item Type:Refereed Article
Keywords:electronic marketing, museum marketing, not-for-profit sector, Australian state museums, museum management
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, K (Dr Kim Lehman)
UTAS Author:Roach, G (Dr Gemma Lewis)
ID Code:71426
Year Published:2011
Web of Science® Times Cited:8
Deposited By:Management
Deposited On:2011-07-18
Last Modified:2017-11-17
Downloads:2 View Download Statistics

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