Article Details

Abstract:

The term – museum marketing has seen significant interest in over the past few years. In Bangladesh, the marketing of museums is still an unusual untried concept. As, this study intended to focus on the marketing strategies of a museum of the country, the Bangladesh National Museum has been selected and 30 personnel have been selected applying the non-probability judgmental sampling technique, Dhaka Metropolitan City has been taken for the analysis. Through the use of interviews, the authors have examined the segmentation, targeting & positioning process and the marketing mix decisions that are distinct for the museum. Finally, the implications of these findings are discussed and some recommendations have been made for the chosen entity.

Keywords: Marketing Strategy, Marketing Mix, Museum Marketing

JEL Classification Code: M31.