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.
Describe the change from a supply-driven, government owned institution to a marketing oriented service provider in the tourist industry. Illustrate the impact of externalities on well-designed focused strategies.
- marketing orientation
- american tourists
- crisis management