Abstract
The function of museums, except preserving cultural heritage, is playing educational, communication, and tourism center. The development of IT, the changing societal needs, and increasing competition force museums to incorporate marketing methods into their activities. Article analyzes the cultural and social roles of museums and examines the characteristics and development methods of modern global museum marketing. The main aim is identifying the features, content, methods, and effectiveness of museum marketing, and analyzing marketing tools to increasing the visibility of museums and implementing cultural and social mission.
The study uses theoretical and comparative analysis, as well as content analysis methods. Based on the theoretical research method, a review of domestic and international works of museum marketing was conducted. This method allowed for the systematization of theoretical aspects of museum marketing. The comparative analysis method was used to identify the effective aspects of marketing practices by comparing the marketing experiences of Kazakhstani and world museums. The article identifies the main priorities of museum activities and provides several specific recommendations aimed at increasing their competitiveness. The article emphasizes modern strategies and practical tools of museum marketing. The experience of the National Museum of RK is considered as the research object.
01 Introduction
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