Marketing and management of museums and monuments

How can museums and monuments create public interest and demand and fulfil their mission in relation to the public and the values they are supposed to protect? What are the dilemmas and risks facing cultural organisations in this country and around the world? Are foreign models and experiences applicable in Czech conditions? These are just some of the important questions that this first Czech monograph on marketing and strategic management of museums and monuments seeks to answer. The author pays special attention to the processes of consumption of cultural goods, the perception of museum objects and exhibitions and the analysis of the product of museums and monuments as a basis for the marketing activities of cultural organizations. It looks in detail at cultural competence as a critical factor influencing contemporary audiences' demand for museums, and shows that organisations presenting cultural heritage can only compete with an increasingly wide range of leisure activities if they open the way to exceptional experiences for their audiences. The book is intended primarily for staff of museums, galleries, monuments and other so-called "heritage" objects. cultural destinations, the founders of these institutions, state and local government officials, tourism industry professionals, teachers and students.