Modern Trends and Problems of Museum Marketing in Russia
Museum marketing is directed on promoting of a museum and its collections among consumers. Noncommercial nature of the museums sets their main goal as achievement of cultural and educational effect instead of receiving profit. So we can make a conclusion that the basis of museum marketing was formed by features of noncommercial and social marketing. The comparison of marketing types on the field of their application revealed close connection of museum marketing with marketing of services, marketing of organizations and territories. Museum marketing content confirms successful methods and tools application of event marketing, internal marketing, marketing of relations and impressions for creation of interactive model of the museum and its visitors interaction and for museum brand positioning. Studying of current trends and problems of museum marketing allowed to define marketing activity main directions in Russian museums: visitors needs studying, target audience segmentation, demanded museum product creation, demand formation for museum services, attractive museum image formation, museum audience preservation and expansion. The analysis of the museums development problems in Russia revealed the main one: resources limitation, and first of all financial resources limitation.