ABSTRACT
Marketing is central to the process of target-setting and forward planning. There is no simple definition of marketing. The word has two separate and distinct meanings. At one level it defines a philosophy, at another a series of practices, which include publicity, advertising, public and media relations, market research, visitor surveys, etc. There is no point in pursuing or implementing the practices until you have defined and understood the philosophy of your museum. I offer the following simple statement as a starting point:
Marketing is the management process which confirms the mission of a museum or gallery and is then responsible for the efficient identification, anticipation and satisfaction of the needs of its users.
