Audit of Museum Marketing Communication in the Modern Management Context
Abstract
:1. Introduction
2. Literature Review
2.1. Museums Environment
2.2. Modern Marketing
2.3. Marketing Risks
3. Purpose, Material, and Methodology
3.1. Marketing Communication
3.2. Audit Approaches
3.3. Research Methods
4. Results and Discussion
5. Conclusions
Author Contributions
Funding
Conflicts of Interest
References
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Advertisement | Direct Marketing | Personal Selling | Public Relations | Sales Support | Digital Media | ||
---|---|---|---|---|---|---|---|
Advertisement | Pearson’s Correlation | 1 | 0.163 ** | 0.346 ** | 0.421 ** | 0.709 ** | 0.143 ** |
Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 633 | 633 | 633 | 633 | 633 | 633 | |
Direct Marketing | Pearson’s Correlation | 0.163 ** | 1 | 0.440 ** | 0.447 ** | 0.309 ** | 0.860 ** |
Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 633 | 633 | 633 | 633 | 633 | 633 | |
Personal Selling | Pearson’s Correlation | 0.346 ** | 0.440 ** | 1 | 0.653 ** | 0.524 ** | 0.495 ** |
Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 633 | 633 | 633 | 633 | 633 | 633 | |
Public Relations | Pearson’s Correlation | 0.421 ** | 0.447 ** | 0.653 ** | 1 | 0.546 ** | 0.473 ** |
Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 633 | 633 | 633 | 633 | 633 | 633 | |
Sales Support | Pearson’s Correlation | 0.709 ** | 0.309 ** | 0.524 ** | 0.546 ** | 1 | 0.304 ** |
Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 633 | 633 | 633 | 633 | 633 | 633 | |
Digital Media | Pearson’s Correlation | 0.143 ** | 0.860 ** | 0.495 ** | 0.473 ** | 0.304 ** | 1 |
Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 633 | 633 | 633 | 633 | 633 | 633 |
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Kupec, V.; Lukáč, M.; Štarchoň, P.; Pajtinková Bartáková, G. Audit of Museum Marketing Communication in the Modern Management Context. Int. J. Financial Stud. 2020, 8, 39. https://doi.org/10.3390/ijfs8030039
Kupec V, Lukáč M, Štarchoň P, Pajtinková Bartáková G. Audit of Museum Marketing Communication in the Modern Management Context. International Journal of Financial Studies. 2020; 8(3):39. https://doi.org/10.3390/ijfs8030039
Chicago/Turabian StyleKupec, Václav, Michal Lukáč, Peter Štarchoň, and Gabriela Pajtinková Bartáková. 2020. "Audit of Museum Marketing Communication in the Modern Management Context" International Journal of Financial Studies 8, no. 3: 39. https://doi.org/10.3390/ijfs8030039