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Marknadsföring av museer i Stockholm: En jämförande studie av hur Moderna Museet, Nationalmuseum, Nobelmuseet och Stockholms Läns Museum arbetar med marknadsföring.
Södertörn University College, School of Communication, Technology and Design.
Södertörn University College, School of Communication, Technology and Design.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [en]

Museums are commonly viewed as uninteresting and boring environments where old and dusty objects are on display, an opinion that museums are struggling to change. Today’s increasing competition from other cultural and leisure facilities put further pressure on museums to renew themselves. This indicates that museums today face great challenges in their work and a professional approach regarding marketing is necessary.

So how do museums market their exhibitions and activities? What differences are there between the museums ways of working with marketing? In this essay the writers take a closer look at four museums in Stockholm, Sweden.

The aim is to examine how the chosen museums work with marketing and compare the findings with each other. The results show that the museums implement recommended marketing strategies to a certain extent. Taken together, in order to develop exhibitions that meet the customers’ needs and wishes, museums need to study and involve their customers to a greater extent than is done today.

Place, publisher, year, edition, pages
Huddinge: Institutionen för kommunikation, teknik och design , 2007. , 43 p.
Keyword [sv]
Museum, turism, marknadsföring
Identifiers
URN: urn:nbn:se:sh:diva-1350OAI: oai:DiVA.org:sh-1350DiVA: diva2:15421
Supervisors
Examiners
Available from: 2007-08-30 Created: 2007-08-30

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fulltext(847 kB)1903 downloads
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bce29548ab738e043316449e85f624b4387d955fb532b84dfe0c0a35cee79249881086a3
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf