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Portrait of a star : National Gallery of Victoria

Rentschler, Ruth, Bridson, Kerrie and Evans, Jody 2011, Portrait of a star : National Gallery of Victoria, International journal of arts management, vol. 13, no. 2, Winter, pp. 59-73.

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Title Portrait of a star : National Gallery of Victoria
Author(s) Rentschler, Ruth
Bridson, Kerrie
Evans, Jody
Journal name International journal of arts management
Volume number 13
Issue number 2
Season Winter
Start page 59
End page 73
Publisher Ecole des Hautes Etudes Commerciales
Place of publication Montreal, Canada
Publication date 2011
ISSN 1480-8986
Keyword(s) National Gallery of Victoria
branding
brand orientation
museum marketing
Summary Museums are an important segment of the creative industries arena. A "star" art museum in Melbourne, Australia, is the National Gallery of Victoria, whose mission is to illuminate life by collecting and presenting great art. This gallery operates in an increasingly competitive landscape. It is becoming more competitive and is continuously striving to achieve its own ambitions and meet the expectations of multiple stakeholders. The present case study uses a brand orientation lens to evaluate the Gallery in order to address a gap in both the brand orientation and the museum marketing literature. It is crafted from interviews, surveys and internal documents. The case study is an exemplar for other institutions to identify how brand orientation manifests itself within their institution.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150404 Sport and Leisure Management
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2011
Copyright notice ©2011, Ecole des Hautes Etudes Commerciales
Persistent URL http://hdl.handle.net/10536/DRO/DU:30034616

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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.