The Science of Marketing and the Marketing of Science
A consideration of the tendency in science museums to create marketing campaigns that conflict with mission.
Originally presented as a talk at the 2004 Association of Science-Technology Centers annual conference, this article considers the assumptions museums make in marketing their exhibitions and programs to a broad audience. It looks specifically at the false assumption commonly held by marketing professionals that mission-driven content will not attract broad audiences.
McLean, Kathleen. "The Science of Marketing and the Marketing of Science." ASTC Dimensions. July/August (2005) : 6 - 8.