The difficulty inherent in this situation , as Mclean notes , is that There is a fatal flaw in the commercialisation of museums . Unlike some other leisure 4 organizations museums are not self-supporting (Mclean , 1997 ) Museum marketers must therefore find effective ways of raising funds for museums to survive under the present conditions . Fortunately for museums patrons , the shift in funding has also been accompanied by a shift in the view of museums as scholarly venues to a view of museums as...











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