Estudio de público
herramienta fundamental para el desarrollo de un proyecto de marketing de museos
Keywords:
Ciencias de la Información, Museología, Marketing de la informaciónAbstract
"Estudio de Público: herramienta fundamental para el desarrollo de un proyecto de marketing de museos" Por : María del Rosario Sanguinetti Por : Fabián Garré Museología -------------------------------------------------------------------------------- RESUMEN Desde las primeras transacciones realizadas por los hombres de las sociedades primitivas hasta la complejidad de nuestros días, todo intercambio de bienes o servicios nace de la demanda de satisfacción de mutuas necesidades.
Al evolucionar la sociedad de un modo de producción artesanal o uno industrializado, la detección de esas necesidades dejó de ser un acto simple y que surgía casi espontáneamente para transformarse en un hecho complejo.
Aquel que durante siglos fuera un actor pasivo y que se restringía a la oferta de los proveedores pasó a ejercer un rol activo, eligiendo y exigiendo de acuerdo a las nuevas pautas de un mundo que se transformaba a toda velocidad, cada vez mas rico en propuestas de productos y servicios.
El marketing para museos puede definirse como la actitud y aptitud de la institución de detectar, anticipar y satisfacer las necesidades del segmento de usuarios/visitantes mediante una investigación orgánica y sistemática, y la puesta en acción continuada de un proyecto.
El marketing para museos está estrechamente relacionado con la formación de una audiencia que consolide una base amplia de visitantes y estreche relaciones con los visitantes asiduos, a través del producto"visita".
Para esto es preciso conocer en primera instancia el tipo de visitante real del museo, implementando sistemática y periódicamente Estudios de Público.
La manera en que el museo establezca y controle su relación con el público dará como resultado la mejora permanente de sus servicios y el nacimiento, afianzamiento o proyección de la imagen del museo.
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Copyright (c) 2001 María del Rosario Sanguinetti, Fabián Garré
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