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    STUDIA EUROPAEA - Issue no. 3 / 2011  
         
  Article:   FORUM - CULTURAL MARKETING: THE MUSEUM. THE MUSEUM IMAGE FORMATION PROCESS.

Authors:  . 		 
       
         
  Abstract:  The way that the museum is seen in the nowadays society came to be reconsidered due to the change in its “core role” – preservation of cultural heritage and education of the public. This is a result of the growth in the number of museums during last few years, of the pressure put on these cultural organizations to generate their own revenue and of the wide variety of leisure activities offered to all types of public. Therefore, it becomes more and more difficult for museums to establish a clear role for themselves and to create a unitary image and communicate it in a continuous, coherent way. The paper presents an analysis of cultural marketing in Romanian museums, with a focus on the communication process initiated by art museums.

Key word: museum, cultural marketing, museum image, communication.

 
         
     
         
         
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