Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon

Hafiz Zulkifli, Muhamad Amirul and Abu Bakar, Mohd Syuhaidi and Hamidon, Nor Azlin (2019) Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon. Forum Komunikasi (FK), 14 (2). pp. 64-90. ISSN (e-ISSN) 0128-2379

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Abstract

This study was conducted to examine the marketing strategies used by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and to evaluate the effectiveness of marketing strategies used to attract visitors to the Malaysian Islamic Art Museum. A qualitative approach was employed and interview sessions were conducted to gain an overview of the marketing strategies applied by the museum. Interview instruments and bookcases were used to answer the objectives of the study which were to: (1) identify marketing strategies implemented by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and (2) analyze the marketing strategies used to attract visitors to the museum. The findings concluded that the museum’s management has applied the 4Ps of mixed marketing theory that details product, price, promotion and place.

Metadata

Item Type: Article
Creators:
Creators
Email
Hafiz Zulkifli, Muhamad Amirul
UNSPECIFIED
Abu Bakar, Mohd Syuhaidi
syuhaidi@uitm.edu.my
Hamidon, Nor Azlin
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing > Social aspects. Social marketing
H Social Sciences > HF Commerce > Marketing
Divisions: Universiti Teknologi MARA, Shah Alam > Faculty of Communication and Media Studies
Journal or Publication Title: Forum Komunikasi (FK)
UiTM Journal Collections: UiTM Journal > Forum Komunikasi (FK)
ISSN: (e-ISSN) 0128-2379
Volume: 14
Number: 2
Page Range: pp. 64-90
Official URL: https://forumkomunikasi.uitm.edu.my
Item ID: 48459
Uncontrolled Keywords: Museum management, Marketing, 4Ps marketing theory
URI: https://ir.uitm.edu.my/id/eprint/48459

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48459

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