Strategic planning and marketing in museums with special regard to the situation in the United States and Austria

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Focusing on the evolution of strategic planning and marketing in museums, this thesis highlights the U.S. as a pioneer in these practices, emphasizing their relevance for Austrian museum managers. With declining public funding and increasing competition, it argues that Austrian museums must tap into private funding sources and enhance public-oriented offerings. The need to maintain high service quality and foster a positive public image emerges as essential for survival and growth in this challenging financial landscape.