ABSTRACT
Rapid change is now inevitable for museums, as the pace of development in society speeds up. Museums must not only respond to these changes, but anticipate them, if they are to remain relevant to society. This final chapter considers how museums can attempt to nurture a marketing orientation that will cushion the blows of change, and assist them in capitalising on change rather then being buffeted by its onslaught. Creating a marketing orientation is a long, slow process for any organisation, and will be equally so in museums. Some may aspire to a marketing orientation, but few will attain it. Nevertheless, it is a goal to which all museums should be aiming. Consideration is given in this chapter to the issues and challenges that are likely to impact on museums in the future. Some suggestions are then made for future research into museums marketing, research which is essential if museums are to be informed, and ultimately be in a strong position to anticipate and respond to change.
