Marketing is one of the most important parts of the management of museums.
Marketing is what brings a museum and its visitors together. Without marketing a museum might do no more than preserve its collection. Most museums aim to use it to educate the public, who must therefore be offered something appealing and persuaded to take up the offer. Even if a museum is free to visit, visitor numbers affect shop sales, catering income and the value which funding agencies place on the museum. Small wonder, then, that so many museums worry so much about visitor numbers.