Marketing communication is a concise part of modern museum management. Museums operate in a competitive environment …, international trends, and visitor preferences have an influence on marketing communication. Museum management must devote expert …, the effectiveness of the use of expenses plays an important role in museum management; it is also essential to combine …

: General Marketing and Management Scales Developed in the Chinese Context -- Chapter 5: Exemplary Papers for Some Selected … needs of scholars interested in developing marketing and management theories that are relevant within the context of China … “Chinese Marketing and Management Scales”. --Prof. Wann-Yih Wu, PhD, Professor, National Cheng Kung University, Taiwan This …