Importance of customer in marketing museum: Example of İzmir Archeological Museum

Museums are institutions that, by collecting cultural, artistic and living elements of the civilizations in history, gathers collections, in the meantime, undertakes the mission of shaping the future, educating the public, culture and accumulation of knowledge by leading to research. In order to survive in the developing and changing environment, new methods and techniques are inevitable. One of them is the application of marketing methods in museums. Within the scope of the modern marketing approach, museum marketing focuses on the expectations of the target audience, organizes in line with the expectations of the target audience, efforts are made to make museum structures more attractive by developing additional activities for entertainment and educational purposes other than the main purpose of museums. In this way, museums can provide customer satisfaction and social interest and supply marketing planning, necessity and differences according to general applications are examined. In this research İzmir Archeological Museum is the example. Possible marketing strategies for customer focused museum applications presented.