Kupec, Václav; Lukáč, Michal; Štarchoň, Peter; … - In: International Journal of Financial Studies : open … 8 (2020) 3/39, pp. 1-13
Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment …; therefore, it is important to pay sustained attention to every component of a given museum's marketing communication. Changes …, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert …