Abstract

The paper presents the results of research on the implementation of the marketing function in museums. The interest in marketing activities in Russian museums is constantly growing. At the same time, there are difficulties associated with the implementation of the marketing function in the organizational activity of museums. The research comprises of semi-structured interviews and a questionnaire survey of directors and heads of departments in museums. The obtained results demonstrate that the marketing function is ineffectively implemented in the activity of museums. Marketing is episodic. Marketing functions are distributed among the employees having no necessary qualification. Marketing tools are limited to certain communicative tools only. Museum officials are aware of the lack of marketing qualification and are interested in enriching marketing awareness of the museum workers. According to museum officials, the main method for increasing the marketing effect in museums is in attracting skilled marketing experts and financial resources for marketing activities. The measures to improve the effectiveness of marketing activities of museums were offered based on the obtained results.

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