Today, museum organizations have to compete not only with each other, but also all kinds of artistic, sportive and cultural activities that may present an alternative. The issue is to make it possible for the museum to compete with these alternatives without losing its main characteristics, namely education, safeguarding, research and publication, and to ensure that it receives the financial share from the market that will enable the sustainability of its activities.

In this scope, it is critical to analyze in detail museum marketing, museum marketing planning, its necessity and its differences from general practices.

This book discusses various marketing strategies, use of digital transformation and marketing of museums with AR, VR and MR presentations.