Museums and galleries in the 1990s face unprecedented changes and
challenges. Cuts in public funding have pushed museums into the
marketplace, where they must compete for visitors, market their
"product" and generate their own income and sponsorship. Museums
must develop more effective management and marketing, if they are
to survive and prosper in to the next millenium. This text
addresses: strategic management issues such as policy formulation;
corporate planning; performance measurement; human resource
management; financial management; and marketing. This volume acts
as an introduction to the key issues, controversies and debates in
the subject and should be useful reading for all students, museum
managers and staff who need to keep up to date with developments in
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