Museum marketing is a dynamic and complex field, usually (mistakenly) considered less attractive to researchers. The goal of this paper is to discuss current role of marketing in museums and market trends which are affecting their business (new visitor needs, search for intelligent fun, and new technologies - virtual museums) in the context of a transitional market. The results of an exploratory qualitative research, conducted in 17 Croatian museums show that museum professionals have positive opinions about marketing although they still consider it as tactical and not as strategic tool. Moreover, they perceive virtual museums only as extensions of existing physical museums. Findings provide a valuable insight to arts marketing academics and professionals about changes in museum marketing and help to shape (at least) one of the missing parts of marketing museum picture.
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Komarac et al. (2014) studied this question.