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: | , , |
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| Format: | Article |
| Language: | en |
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Faculty of Communication and Media Studies, Universiti Teknologi MARA
2019
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| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/48459/1/48459.pdf https://ir.uitm.edu.my/id/eprint/48459/ https://forumkomunikasi.uitm.edu.my |
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| _version_ | 1833068668690366464 |
|---|---|
| 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 |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| 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 |
| id | my.uitm.ir-48459 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2019 |
| publisher | Faculty of Communication and Media Studies, Universiti Teknologi MARA |
| record_format | eprints |
| spelling | my.uitm.ir-484592021-07-02T02:49:47Z https://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 fk 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. Faculty of Communication and Media Studies, Universiti Teknologi MARA 2019 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/48459/1/48459.pdf 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. (2019) Forum Komunikasi (FK) <https://ir.uitm.edu.my/view/publication/Forum_Komunikasi_=28FK=29/>, 14 (2). pp. 64-90. ISSN 0128-2379 https://forumkomunikasi.uitm.edu.my |
| 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 |
| 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_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_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_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 |
| topic | Social aspects. Social marketing Marketing |
| url | https://ir.uitm.edu.my/id/eprint/48459/1/48459.pdf https://ir.uitm.edu.my/id/eprint/48459/ https://forumkomunikasi.uitm.edu.my |
| url_provider | http://ir.uitm.edu.my/ |