A Blurring Of Boundaries: Art Museums Borrow From The World Of Business To Ensure Their Future

This thesis will attempt to answer the question: "Is it appropriate for museums to adopt for-profit marketing strategies and if so, to what extent?" The following topics will be discussed: the art museum's foundation from a historical perspective; external factors that are influencing art museums to change; how art museums are implementing for-profit marketing techniques to meet the needs of their audiences. It will conclude with some thoughts on whether the adoption of for-profit marketing efforts will negatively affect the art museum of the future.