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Web 2.0-Anwendungen im Marketing von Kunstmuseen
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Das Web 2.0 etabliert sich gegenwrtig als Teil eines modernen Marketings. Das gilt auch fr die Kulturbranche: Vor allem in Zeiten leerer ffentlicher Kassen und schrumpfender Zuschsse erffnet das Internet interessante neue Wege, um mit den verschiedenen Stakeholdern Kontakt aufzunehmen. Hier besteht die Chance, eine jngere Zielgruppe fr sich zu gewinnen. Unter Bercksichtigung von Controlling-Aspekten untersucht Tanja Binder, wann und in welcher Form Social Media sinnvoll fr ein effizientes Museumsmarketing genutzt werden kann, um den Marketingaufgaben Besucherbindung, Besucherakquisition, Leistungsinnovation, Leistungspflege und Stakeholder-Kommunikation nachzukommen.
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