This book aimed at students of marketing, museum, culture and herritage as well as professionals working in a range of cultural organisations from small to large, and at different stage of market development - ftom new entrants to those offering matre products.
This book provides a thorough investigations of what museums do and why. Arguing that museum are multifunctional instutitions, the book examines the consequences of this for the services that museum provide, the publics to whom they are provided and the providers themselves.