Bachelor of Arts
The purpose of this thesis is to explain the need for a not-for-profit business to have an up-to-date, detailed plan; it will also construct a strategic marketing plan for the Daura Gallery at Lynchburg College using the marketing mix of product, price, place or means of distribution, and promotion. Specific problems of this study include: 1) comparing museum best practices to practices of the Daura Gallery, 2) expanding the Gallery’s market, and 3) increasing relevance of the Gallery for its market. Research was conducted by the review and study of periodicals, scholarly journals, books, and Gallery documents. Resulting from this research are recommendations that will be implemented to increase the amount of visitors to the Gallery, and a variety of strategies to be implemented in order for the Gallery to meet its goals and objectives.
Jones, Lindsay, "The Daura Gallery: Planning for the Future" (2006). Undergraduate Theses and Capstone Projects. 5.
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