Executive Summary
The research object of this marketing plan is the Ashmolean Museum, a time-honored museum for art and archaeology. A situational audit is done by using the SWOT analysis. Some of its strengths that are discussed throughout the paper are its website, location, transportation, and catering services. In comparison, some of its weaknesses include sanitary environment, quality of additional exhibitions, and internet marketing. The opportunities of the Ashmolean Museum include the increase of foreign tourists, balance of elitism and populism, and freedom in exhibition themes and forms. Along with opportunity there usually tends to be some threats, and some of Continue reading...