Museum management: ways and means of promoting the museum product and strategic management of non-profit organizations

The article studies the role of management for optimization the modern museum activity. The author refers to the theoretical and practical bases of implementation strategies and techniques of management in the development of the modern museum. She examines the ways and means to promote the museum’s product, as well as the issues of museum pricing. Systematic work on museum management is viewed as a strategic resource for the development of a modern museum.