Marketing and its significance for the modern museums

Marketing is an integral part of business. Efficient museums have a marketing department to raise attendance and enlarge the audience. Museums should have clear mission and actively promote it with potential clients. Sponsorship is always competitive; that is, receiving a grant may depend on a number of subjective factors. In other words, a museum should fulfill its mission by establishing and maintaining relations with the state, public, private and corporate organizations to secure funding for its activities.