Sleek vs. stately : a comparison of the commercial practices employed by the metropolitan and Guggenheim museums

摘要: Thesis (M.A.L.S.)--Georgetown University, 2009.; Includes bibliographical references. The commercialization of non-profit organizations through marketing mechanisms has recently taken center stage as one the pivotal policy issues facing this sector in the United States. American museums have long been at forefront trend with operation retail activities form stores, catalogs and franchised satellite museums. As two most prominent New York art world, Metropolitan Museum Art (The Met) Solomon R. Guggenheim Guggenheim) are routinely described possessing distinct opposing models they relate to commercial practices. Met insists on need demonstrate clear discernable differences between and entertainment, a sharper contrast role museum commercial world.; Conversely, has consistently straddled line commerce, offering spectacles like Motorcycle Jazz Fridays which frequently draw larger crowds than many scholarly exhibitions. Both these an attempt part each build relationship public.; primary purpose thesis is investigate, using as comparators, costs benefits commercialism contemporary marketing operations, whether or not there evidence suggest public trust weakened by increased marketing, advertising, promotional practices. A secondary goal thesis survey theoretical research topic learn commerce are compatible, reason believe would derive greater benefit from without shops, restaurants, blockbuster exhibitions, if contrary, now crucial ingredients experience.