After years of favoring math and sciences, the Singaporean government now views the arts as having economic value. In its attempt to reposition Singapore and make the island more attractive as a base for business and technology, it adopts a new strategy to become a global city for the arts and launches Esplanade - Theatres on the Bay.

The world's most prestigious museum, the Louvre, redefines its marketing strategy after conducting an exhaustive analysis of its youth market. It relaunches its product targeted to young adults, the Louvre Youth Pass, trying to reconcile the conflict between its mission of public service and the recent financial objectives imposed by the Culture Ministry.

After years of favoring math and sciences, the Singaporean government now views the arts as having economic value. In its attempt to reposition Singapore and make the island more attractive as a base for business and technology, it adopts a new strategy to become a global city for the arts and launches Esplanade - Theatres on the Bay.

Museums in France have traditionally not bothered much about the needs of their visitors. The Orsay Museum changed this attitude with the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink of its strategy.

Museums in France have traditionally not bothered much about the needs of their visitors. However, recently the Orsay Museum changed this through the help of a consultant. The museum developed a range of marketing instruments and focused on American visitors as the most attractive segment. Then 11 September happened and forced the museum into a rethink its strategy.