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Pricing in the museum sector : the need to balance social responsibility and organisational viability

Rentschler, Ruth, Hede, Anne-Marie and Ramsey, Tabitha 2004, Pricing in the museum sector : the need to balance social responsibility and organisational viability, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z..

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Title Pricing in the museum sector : the need to balance social responsibility and organisational viability
Author(s) Rentschler, Ruth
Hede, Anne-Marie
Ramsey, Tabitha
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Total pages 8
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) museum
pricing
Australia
Summary An essential component of marketing strategy is pricing. Pricing in museums, however, is problematic as issues beyond cost recovery or surplus, such as social responsibilities, need to be considered. This area of marketing is under researched. The aim of this study is to address the research gap by synthesising the literature on pricing strategy in the museum sector. The study found that there are a number of strategies being advocated with regard to pricing in the museum sector in the literature, each representing various perspectives of museology. A research agenda was proposed to assist marketers in the museum sector to meet their organisational needs, whilst balancing their social responsibilities.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2004, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005397

Document type: Conference Paper
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.