ABSTRACT
This chapter examines the marketing strategies pursued by selected museums across the globe using the proposed sustainability paradigm. First, an insight is offered into ongoing issue (repatriation) faced by museums across the globe. This is followed by a description of the contemporary museum culture, which is crucial to know so that marketing managers can be vigilant toward cultural sensitivities of native communities. The chapter later provides a universal insight into marketing strategies of museums by examining the marketing techniques of Heard Museum (United States), Gandhi Memorial Museum (India), Tibet House Museum (India), and the Freud Museum (UK).
