ABSTRACT
Marketing is a vital part of the museum’s relationship with its audiences. Market analysis and research (see Unit 9) will have shown who your users are or might be, why they visit the museum and use its services, and what their needs are. It should also have given you insights into why people do not visit the museum or use its services. Figure 10.1 shows how different museum products and services might be matched to different target market segments in the light of your market research.
