Museum exhibition marketing strategy: a case study of the Malaysian Islamic Art Museum / Muhamad Amirul Hafiz Zulkifli, Mohd Syuhaidi Abu Bakar and Nor Azlin Hamidon

• Main Authors: Hafiz Zulkifli, Muhamad Amirul (Author), Abu Bakar, Mohd Syuhaidi (Author), Hamidon, Nor Azlin (Author)
• Format: Book
• Published: Faculty of Communication and Media Studies, Universiti Teknologi MARA, 2019.
• Subjects: Article; PeerReviewed
• Online Access: Link Metadata

This study was conducted to examine the marketing strategies used by the management of the Malaysian Islamic Art Museum, Kuala Lumpur and to evaluate the effectiveness of marketing strategies used to attract visitors to the Malaysian Islamic Art Museum. A qualitative approach was employed and interv...