An exploration of market orientation and the role of the marketing function in Australian museums

The role of marketing within individual Australian museums varies in organisational significance. This paper explores the idea that there has been an evolution from a product to a sales to a market orientation within the museum sector, and that there is a relationship between the location of the marketing function and the museum’s marketing management orientation. To illustrate this the six State museums have been placed on a continuum that redefines the terminology found in the business related literature to one that more fits the not for profit museum sector. Two of the six case study museums appear product focussed, and one exhibits a strategic orientation. The other three museums view marketing as a function that does not have a role in the strategic direction of the museum. The conclusion that is suggested is that some museums have not ‘evolved’, but further research is required to complete the picture and move on to the next stage of investigating orientation and museum performance