THE MARKETING MIX CONTRIBUTION IN IMPROVING THE NATIONAL MUSEUM OF ROMANIAN HISTORY STRATEGY

RUXANDRA IRINA POPESCU, RAZVAN-ANDREI CORBOS

Keywords: Cultural Institutions, museums, Marketing Mix, strategy, strategic option, goals

Abstract: The National Museum of Romanian History (NMRH) is one of the most important actors in the contemporary Romanian archeology field and leader of the preventive archeology thanks to its big surface and patrimony. Thus, in the context of improving its activity through strategy reshaping, the marketing mix can help develop assets in order to assure NMRH`s leading position.The present paper focuses on the way in which the product policy can mobilize NMRH`s resources in order to build an effective supply, analyses the options for overcoming financing problems (reduced public financing, raising competition for private funds, increasing operational costs, subsidy reduction) and identifies solutions for promotion policies and distribution aimed to effectively inform the target public, as well as other market segments about the cultural products and services NMRH offers.

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