IMPORTANCE OF MANAGEMENT STRATEGIES IN MUSEUMS AND GALLERIES

Strategies in the management of museums and galleries show the need for strategic management and governance, which is a key factor for the quality management of galleries and museums. This area of culture management is a specific area for itself, because culture is traditionally observed as a very vulnerable area, due to lack of financial resources that would normally characterize these activities. Planning, implementation strategies, the results of performance achieved by good strategy are essential elements of any management. Since museum and gallery activities in the Republic of Croatia are in an unenviable position, this paper will show some of the possibilities for better management, will an emphasis on the importance of management, strategic management and the potentials that can be achieved through quality marketing management, to increase the number of service users and thus generate revenues. It will explain the fact that museums and galleries can increase the number of users through strategic management and marketing activities, in order to create revenue by attracting customers, by offering well-attended exhibitions, being thus a successful organization.