Which constituencies should we market to? A conceptual model of publics for the not for profit museum

There are a number of factors that have played a crucial role in the development of not for profit museum management in modern times. One factor that rarely receives attention is the numerous publics that museums need to satisfy, and consequently to market to. This paper explores the publics that museums need to satisfy from a marketing perspective. It presents a new approach: a conceptual 'resource conversion and influence' model of museum publics that illustrates the diversity and interconnectedness of publics in the not for profit museum sector, as well as the significance of certain groups.