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Web 2.0-Anwendungen im Marketing von Kunstmuseen

Web 2.0-Anwendungen im Marketing von Kunstmuseen

Tanja Binder

48,65 €
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Editorial:
Springer Nature B.V.
Año de edición:
2012
Materia
Sociedad y cultura: general
ISBN:
9783531196244
48,65 €
IVA incluido
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Sobre IBD

Das Web 2.0 etabliert sich gegenwärtig als Teil eines modernen Marketings. Das gilt auch für die Kulturbranche: Vor allem in Zeiten leerer öffentlicher Kassen und schrumpfender Zuschüsse eröffnet das Internet interessante neue Wege, um mit den verschiedenen Stakeholdern Kontakt aufzunehmen. Hier besteht die Chance, eine jüngere Zielgruppe für sich zu gewinnen. Unter Berücksichtigung von Controlling-Aspekten untersucht Tanja Binder, wann und in welcher Form Social Media sinnvoll für ein effizientes Museumsmarketing genutzt werden kann, um den Marketingaufgaben Besucherbindung, Besucherakquisition, Leistungsinnovation, Leistungspflege und Stakeholder-Kommunikation nachzukommen.

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