The museum of anthropology between scholarship, corporate identity and marketing
Michel reflects on museums as institutions cultural identity of a culture, or civilization, and as monuments - a modern form of the temple. He opines that it is necessary for museums to adapt to modern forms of marketing and ´performance´ in order to continuously draw visitors. In this context he discusses mediation, sponsoring, lobbyism, globalization, and the scientific aspect.
Keywords: museology, marketing and museum, sponsoring, modern museums, popular museums