Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum

• Main Authors: Loh, Corine Cheng Ya, Neo, Chi Fang, Tan, Yen Ling
• 其他作者: Nanyang Business School
• 格式: Final Year Project
• 語言: English
• 出版: 2010
• 主題: DRNTU::Business::Marketing::Market segmentation
• 在線閱讀: http://hdl.handle.net/10356/21239

The report is aimed at revealing the relationship among three critical aspects of a museum, namely Segmentation, Positioning and Marketing Initiatives (SPM). A SPM gear model is being adopted to provide a pictorial illustration of how these three aspects are linked and should move congruently to dri...