Strategic planning and marketing in museums with special regard to the situation in the United States and Austria

Inhaltsverzeichnis (Table of Contents)

• Introduction
• Definitions
• Strategic planning
• Strategic marketing
• Museum
• Museum sector
• Scope and structure
• The museum as a non-profit institution
• The museum as a public institution
• Financial resources
• General remarks
• Public funding
• Private funding
• Competition
• Range of stakeholders
• Strategic planning process
• Strategic marketing process
• Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This work examines strategic planning and marketing within the museum sector, focusing on the specific situations in the United States and Austria. The study aims to provide a comprehensive overview of the challenges and opportunities facing museums in these two countries, with a particular emphasis on the unique characteristics of each nation's museum landscape.

• Strategic planning in museums
• Strategic marketing in museums
• Financial resources and funding models for museums
• Competition and the role of stakeholders in the museum sector
• Comparative analysis of museum practices in the US and Austria

Zusammenfassung der Kapitel (Chapter Summaries)

The early chapters delve into definitions and the museum sector's broader context. This includes discussions of the museum as a non-profit institution, financial resources, and the diverse range of stakeholders involved. The text then explores the strategic planning process, encompassing SWOT analysis, mission formulation, organizational objectives, and performance evaluation. A detailed look at the strategic marketing process follows, encompassing market research, segmentation, targeting, positioning, and a range of marketing mix strategies. The final chapter focuses on the unique features and challenges of the museum sector in the United States and Austria.

Schlüsselwörter (Keywords)

This work focuses on the key concepts of strategic planning, strategic marketing, and museum management, specifically within the contexts of the United States and Austria. The text explores financial resources, funding models, and the impact of competition and stakeholder dynamics on the museum sector. Key themes include non-profit management, museum development, cultural institutions, and cross-cultural comparisons.