Museums and Marketing: a Controversy over New Strategies

Abstract

Objective: This paper aims to review the function of marketing in the field of museum management and offers practical and creative solutions for museums to successfully balance the conflict between the museums’ sustainable operation and their original functions, such as education and preservation. Methodology: The research is mainly based on long-term observations of museum management and marketing in both China and Spain. A review and analysis of previous studies has been conducted to build the context. Results: The implementation of appropriate marketing methods by way of cross-industry cooperation and new technologies can not only assist museums in financial issues but could also result in a win-win outcome which could promote the original mission of museums. Limitations: This article is mainly based on the Chinese and Spanish contexts, however, some relevant features of other countries have also been described. Practical implications: The suggested strategies mentioned in this paper contribute to the development of practical marketing methods for Spanish museums, oriented towards meeting the need for sustainable operation, and ways to communicate to the public at large, in accordance with the museum’s key objectives.