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dc.contributor.author
Triarchi, Eirini
en
dc.date.accessioned
2019-02-11T09:03:26Z
dc.date.available
2019-02-12T01:00:11Z
dc.date.issued
2019-02-11
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29228
dc.rights
Default License
dc.subject
Museum Marketing
en
dc.subject
Museum Branding
en
dc.subject
Marketing Strategy
en
dc.subject
Marketing Mix
en
dc.subject
The Silversmithing Museum
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dc.title
Marketing Strategy for Museums: the Case of the Silversmithing Museum in Northwestern Greece
en
heal.type
masterThesis
en_US
heal.secondaryTitle
the Case of the Silversmithing Museum in Northwestern Greece
en
heal.creatorID.email
e.triarchi@ihu.edu.gr
heal.classification
Marketing, Museum Marketing, Strategic Marketing
en
heal.keywordURI.LCSH
Museums--Planning
heal.keywordURI.LCSH
Museums--Marketing
heal.keywordURI.LCSH
Museums--Greece--Management
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
en_US
heal.publicationDate
2018-12-28
heal.bibliographicCitation
Triarchi, Ei., "Marketing Strategy for Museums. The Case of the Silversmithing Museum in Northwestern Greece", School of Economics, Business, Administration & Legal Studies, IHU, 2018
en
heal.abstract
This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. The implementation of marketing strategies in the museum has experienced a period of controversy until the advent of the 21st century. Significant changes in societies occurred that made the administration of museums to realize that must incorporate marketing strategies if they want to be evolved as an exemplar of quality service provision and value for money, thus to ensure their sustainable development. The purpose of this dissertation is to discover the importance of applying marketing strategies in nonprofit cultural organizations, such as a museum. The research focuses on the examination of services marketing theory in a specific service context. To better serve the purpose of the study along with the theoretical context based on a literature review, a museum’s case study is constructed with the use of a multi-method qualitative approach for the required data collection. The examined non-cultural profit organization is "the Silversmithing Museum" located in the town of Ioannina of the Epirus region in Northwestern Greece. The tool of marketing mix comprising the 7 Ps – Product, Price, Place, Promotion, People, Process, and Physical Evidence is used to identify museum’s marketing strategy and best practices, building block for others to develop. In addition, the importance of holding a strong brand name to improve or maintain the museum's position among other valued cultural institutions in society is revealed. The dissertation is structured as follows. The first chapter provides a theoretical analysis of the reasons for introducing marketing in cultural organizations such as museums. In the second chapter, the expanded marketing mix in services is examined along with the branding strategy, while in the third, the case study is presented. The last chapter concludes.
en
heal.advisorName
Mavragani, Eleni
en
heal.committeeMemberName
Mavragani, Eleni
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.numberOfPages
44
en_US
heal.spatialCoverage
Northwestern Greece
en


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