Effectiveness of segmentation, positioning and the marketing initiatives of museums in Singapore : a case study on the Singapore Art Museum and the Asian Civilizations Museum

• Main Authors: Loh, Corine Cheng Ya, Neo, Chi Fang, Tan, Yen Ling
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Market segmentation
• Online Access: http://hdl.handle.net/10356/21239
• Institution: Nanyang Technological University

The report is aimed at revealing the relationship among three critical aspects of a museum, namely Segmentation, Positioning and Marketing Initiatives (SPM). A SPM gear model is being adopted to provide a pictorial illustration of how these three aspects are linked and should move congruently to dri...