Audit of Museum Marketing Communication in the Modern Management Context

Kupec, Václav; Lukáč, Michal; Štarchoň, Peter; Bartáková, Gabriela Pajtinková

doi:10.3390/ijfs8030039

Cited by 12 publications

(11 citation statements)

References 52 publications

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“…For the museum environment, marketing communication plays a vital role [48]). It is not only focused on addressing the existing audience [49] but also the potential visitors who have not shown any interest in the given institution yet [50]).…”

Section: Theoretical Backroundmentioning

confidence: 99%

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

et al. 2021

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Based on the OECD research from 2020, tourism is one of the biggest and fast-growing sectors of the world economy. Tourism plays a key role in job creation as well as in added value creation. In 2018, the revenue from tourism in Slovakia totaled EUR 2.7 billion, which is EUR 4.7% more than the year before, where the mentioned refers to 3% GDP and 27.6% of the services-related exports. The authors drew their attention to identifying some marketing communication tools’ impact on the castle museum attendance in Slovakia and analyzed the degree and dynamics of the communication structure implementation in the context of cultural heritage. In general, 5840 cultural tourists were interviewed during three restricted cycles: 2006–2009, 2011–2014, and 2016–2019; the interviewing was held through the questionnaires only during the summer seasons. The study herein shows that the quality perception of the carried out offline marketing communication activities and the visit intention itself have significant influence on the interest of customers in repeated visits to castle museums.

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Section: Theoretical Backroundmentioning

confidence: 99%

Potential of Marketing Communication as a Sustainability Tool in the Context of Castle Museums

et al. 2021

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“…Both concepts will enable management to provide online assurance about ongoing processes as well as online elimination of process risks [84,85]. This, in turn, will increase managerial efficiency, enterprise performance, and stability [86,87].…”

Section: Discussionmentioning

confidence: 99%

Conceptual Comparison of Internal Audit and Internal Control in the Marketing Environment

et al. 2021

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There is a conceptual problem in the adequate application of internal audit and internal control in the real business of the marketing environment. Although both of these managerial tools are theoretically defined, they are practically interchangeable in business. This limits their application. It is therefore necessary to focus on both concepts and make the theory and practice more precise or remove any overlaps. The aim of this paper is therefore a theoretical and practical comparison of internal audit and internal control concepts in the marketing environment. To fulfil this purpose and verify the hypotheses, this paper uses computer assisted self interviewing. The research was conducted in Q1 2021 with a sample of 3052 small and medium enterprises from the international environment of the EU 27. The research conclusions show a strong correlation of the theoretical perception of the terms of internal audit and internal control. At the same time, they show a weak correlation with the audit and control tools used in practice. They also define audit as planned independent assurance (soft consultation) and control as operational managerial assurance (hard comparison). This defines and clarifies scientific theories for managerial practice, thus enhancing and increasing the efficiency of internal audits and internal control in the business environment.

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“…"In the era of mass communications and emerging mobile technologies", a company or a person must build a mix of marketing communications. Marketing communication mix is the combination of many elements such as: advertising or advertisement, personal selling, sales support or promotion, public relations, direct marketing (Todorova, 2015) and digital media (Kupec, Lukác, Štarchon and Bartáková, 2020).…”

Section: Impact Of Marketing Communicationmentioning

confidence: 99%

“…A key indicator of a nation's development is its cultural and creative industry. Museums fulfill cultural, scientific and educating roles toward the society by its main objective "to collect, store, research and exhibit art pieces" (Kupec, Lukác, Štarchon and Bartáková, 2020). According to these contributions, the following research hypothesis is substantiated: Hypothesis (H2): In a modern society, the marketing communication impact is an essential value.…”

Section: Impact Of Marketing Communicationmentioning

confidence: 99%