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Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon

This study was conducted to examine the marketing strategies used by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and to evaluate the effectiveness of marketing strategies used to attract visitors to the Malaysian Islamic Art Museum. A qualitative approach was employed and interv...

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Main Authors: Hafiz Zulkifli, Muhamad Amirul, Abu Bakar, Mohd Syuhaidi, Hamidon, Nor Azlin
Format: Article
Language:English
Published: Universiti Teknologi MARA 2019
Subjects:
Social aspects. Social marketing
Marketing
Online Access:http://ir.uitm.edu.my/id/eprint/48459/1/48459.pdf
http://ir.uitm.edu.my/id/eprint/48459/
https://forumkomunikasi.uitm.edu.my
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id my.uitm.ir.48459
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spelling my.uitm.ir.484592021-07-02T02:49:47Z http://ir.uitm.edu.my/id/eprint/48459/ Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon Hafiz Zulkifli, Muhamad Amirul Abu Bakar, Mohd Syuhaidi Hamidon, Nor Azlin Social aspects. Social marketing Marketing This study was conducted to examine the marketing strategies used by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and to evaluate the effectiveness of marketing strategies used to attract visitors to the Malaysian Islamic Art Museum. A qualitative approach was employed and interview sessions were conducted to gain an overview of the marketing strategies applied by the museum. Interview instruments and bookcases were used to answer the objectives of the study which were to: (1) identify marketing strategies implemented by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and (2) analyze the marketing strategies used to attract visitors to the museum. The findings concluded that the museum’s management has applied the 4Ps of mixed marketing theory that details product, price, promotion and place. Universiti Teknologi MARA 2019 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/48459/1/48459.pdf ID48459 Hafiz Zulkifli, Muhamad Amirul and Abu Bakar, Mohd Syuhaidi and Hamidon, Nor Azlin (2019) Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon. Forum Komunikasi (FK), 14 (2). pp. 64-90. ISSN (e-ISSN) 0128-2379 https://forumkomunikasi.uitm.edu.my
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic Social aspects. Social marketing
Marketing
spellingShingle Social aspects. Social marketing
Marketing
Hafiz Zulkifli, Muhamad Amirul
Abu Bakar, Mohd Syuhaidi
Hamidon, Nor Azlin
Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon
description This study was conducted to examine the marketing strategies used by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and to evaluate the effectiveness of marketing strategies used to attract visitors to the Malaysian Islamic Art Museum. A qualitative approach was employed and interview sessions were conducted to gain an overview of the marketing strategies applied by the museum. Interview instruments and bookcases were used to answer the objectives of the study which were to: (1) identify marketing strategies implemented by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and (2) analyze the marketing strategies used to attract visitors to the museum. The findings concluded that the museum’s management has applied the 4Ps of mixed marketing theory that details product, price, promotion and place.
format Article
author Hafiz Zulkifli, Muhamad Amirul
Abu Bakar, Mohd Syuhaidi
Hamidon, Nor Azlin
author_facet Hafiz Zulkifli, Muhamad Amirul
Abu Bakar, Mohd Syuhaidi
Hamidon, Nor Azlin
author_sort Hafiz Zulkifli, Muhamad Amirul
title Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon
title_short Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon
title_full Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon
title_fullStr Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon
title_full_unstemmed Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon
title_sort museum exhibition marketing strategy: a case study of the malaysian islamic art museum / muhamad amirul hafiz zulkifli, mohd syuhaidi abu bakar and nor azlin hamidon
publisher Universiti Teknologi MARA
publishDate 2019
url http://ir.uitm.edu.my/id/eprint/48459/1/48459.pdf
http://ir.uitm.edu.my/id/eprint/48459/
https://forumkomunikasi.uitm.edu.my
_version_ 1705059589497552896
score 13.211869

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