Современный маркетинг художественного музея (региональная специфика)

Москалюк Марина Валентиновна; Кистова Анастасия Викторовна; Сертакова Екатерина Анатольевна

doi:10.7256/2409-8647.2016.4.20963


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Theoretical and Applied Economics

Reference:

Moskalyuk M.V., Kistova A.V., Sertakova E.A. — Modern Marketing of Art Museum (Regional Particularities) // Theoretical and Applied Economics. – 2016. – № 4. – P. 13 - 26. DOI: 10.7256/2409-8647.2016.4.20963 URL: https://en.nbpublish.com/library_read_article.php?id=20963

Modern Marketing of Art Museum (Regional Particularities)

Moskalyuk Marina Valentinovna

Doctor of Art History

Acting Chancellor of Krasnoyarsk State Art University

660041, Russia, Krasnoyarsk, ul. Prospekt Svobodnyi, 82a, of. 452

mawam@rambler.ru

Другие публикации этого автора

Kistova Anastasiya Viktorovna

PhD in Philosophy

associate professor of the Department of Cultural Research at Siberian Federal University

660041, Russia, Krasnoyarsk Krai, Krasnoyarsk, Svobodny prospect, 82a, of. 452

akistova@bk.ru

Sertakova Ekaterina Anatol'evna

PhD in Philosophy

Associate Professor at the Department of Culturology of the Siberian Federal University

660041, Russia, Krasnoyarsk, shosse Prospekt Svobodnyi, 82a, of. 452

sertakova_e@mail.ru

Другие публикации этого автора

DOI:

10.7256/2409-8647.2016.4.20963

Review date:

30-10-2016

Publish date:

06-11-2016

Abstract: In today's society PR technologies are used not only in commercial projects but also in non-profit ones such as activities of art museums. The article presents an overview of the main problems of modern museum marketing in terms of promoting non-profit art museums through popularization of their collections. Branding of art museums is considered as the core technology here. Key issues related to implementation of technologies described in modern researchesare identified based on the example of the analysis of activities in the Krasnoyarsk Museum of Art named after Surikov during the period since 2011 till 2012. The methodology of the present research is the algorithm of creating a brand which is also discussed by today's museum community as the mechanism for popularizastion of museum funds of different kinds and sizes. The main conclusions of the research relate to understanding the actual status of PR technologies in the activity of art museums. Today's situation with art museums emphasizes the need for qualitative interaction between young museum staff generating and developing new ideas and museum 'old identities' who have unique knowledge about museum pieces. The fact that there is no such communication now has a negative effect on the depth and quality of activities and events arranged at art museums.

Keywords: positioning, creative contests, museum Visitors, art exhibitions, museum practice, PR-technologies, brand name, museum, marketing, museum economy
This article written in Russian. You can find full text of article in Russian here .

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