ART MUSEUMS AND THE CULTURAL MARKET CASE STUDY: «CENTRUL ARTISTIC BAIA MARE» COUNTY MUSEUM.

The communication process is an important component of the marketing strategy. The paper focuses on the particularities of museums in general and art museums in particular that lead to the necessity of comprising educational, informational and financial components in the strategy. The role of the communication process is to offer a coherent and unitary character to the message and enhance its effects. The research conducted in this paper refers to the present cultural sector in Romania, the way museums are seen by the public and what communication means they use. The data gathered through secondary research and a pilot survey is presented in the form of a case study of the «Centrul Artistic Baia Mare» County Museum. The main findings regard the current usage of mass media as mere communication channels instead of important stakeholders and focus on means to improve the effectiveness of the art museum communication process through and towards all stakeholders. [ABSTRACT FROM AUTHOR]