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MARKETING ISSUES OF MUSEUM PRODUCT DEVELOPMENT IN LINE WITH THE AGED AUDIENCE'S NEEDS
Abstract
The article proposes a marketing approach to forecasting the needs of aging visitors and museum product development taking into consideration the results of the visitors studies. According to the recent research aging visitors became an active part of museum and other cultural institutions public. At the same time they have different needs which havenВ’t understood by these organizationsВ’ management. Art and scientific museums aging visitors are not only grandmothers and grandfathers escorting their grandchildren. They often have scientific degrees and the higher educational level than the same age non-visitors. Their requirements in morning lectures, the level of educational programs, special seasonal tickets are rare taken into consideration by museum stuff. Existing examples of specific communication with this segment of museum visitors demonstrate that the detailed and special offers for them influence not only the attendance growth of their segment, but the related segments as well (families, children)
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