Museum marketing strategies: new directions for a new century

This book was written for University students， museum workers， people with an interest in museums， and those wishing to learn more about the Taiwanese culture and the development of museums there. The book is comprised of articles divided into three sections. The first section， ”Museum Operation，” discusses the requirements for and basic operations of a museum in the twenty-first century. Part two， “Marketing Strategies，” is concerned with an area that every successful museum is bound to be involved in. In the new century， although use of marketing strategies may not be enough to ensure a museum’s success elusive. Such a museum will be unable to fully develop its functions. The third section， “The Taiwan Experience，” considers Taiwanese culture， and the role of the museum in Taiwan’s changing society， taking the National Museum of History as an example， and discussing possible future trends in museum operation.