Museums and the modern public: A marketing context

This article views museums from a marketing perspective and takes a qualitative research approach, seeking insight into the way Australian museums operate in the current social environment and how they see themselves and their audiences in light of the expectations of the “modern” public. Specifically, it seeks to answer the questions: What do museums see as the drivers of change in the museum sector in recent years? How do they think the public has changed? How have museums responded to the changes in both society and their visitors