Marketing The Non-Profit Organizations,"The Jordan Museum as a case study"

Abstract

The aim of this paper is to analyse the existing concepts of marketing and the difficulties of applying general marketing techniques in the Jordan Museum and highlighting the strengths, weakness, threats and opportunities that are facing the museum. The paper offers marketing suggestions that may influence and assist the Jordan museum to enhance its marketing structure. The gained information for the research was obtained byusing articles, books, case studies, interviews. This method is used to gain Varity of information, points of views, and attitudes. The questions deducted in the interviews focused on whether if the Museum in question is placed on the well-known tourist trail. Another focus was upon the tools & techniques should be used in marketing. The paper also investigated if there is any marketing plan considered and whether the museums in Jordan has been discussed or even mentioned in any of the international tourism or cultural conference’s Which Jordan is invited to. The result showed that The Jordan Museum lacks any marketing innovation and having no clear marketing plan. The museum can overcome this by reconsidering its priorities enclosing new marketing techniques.  Key Words: Museums, Marketing mix, Nonprofit Organization DOI : 10.7176/JTHS/40-08