J. Basic. Appl. Sci. Res., 3(2)218-220, 2013 © 2013, TextRoad Publication ISSN 2090-4304 Journal of Basic and Applied Scientific Research www.textroad.com *Corresponding Author: Momeni, Esmat, Assistant Professor Department of Library and Information Allameh Tabatabai University- Tehran – Iran, Address: no 1-18, shahid Azari Ave, Ashrafi Esfahani Street, Tehran, Iran . Email:momeni.esmat@yahoo.com, Evaluation of Relation between Museum and Marketing Momeni, Esmat Assistant Professor Department of Library and Information Allameh Tabatabai University- Tehran – Iran ABSTRACT Iranian and Islamic art collection has been collected in national Malek museum library in Tehran (Iran), this collection belonged to Haj hosein malek and allocated to imam reza, Malek museum establishment was coincident with Iran national museum establishment. Kamal ol molk himself had particular school painting that had effective impact on Iran ‘s current art. Based on last year’s new management, new relation has been developed between museum and society via attracting customers and giving service to them. Therefore, during these new alteration, 15 paintings belonged to Kamal ol molk has been shown along with marketing achievement. Hence, marketing has attracted customer’s attention to kamal ol molk works .in fact hosein malek’s main purpose was hospital and library establishment in chenaran. as malek museum belongs to imam reza ,so it was safe from political alterations .available essay has perused relation between people and museum fundamentally with fillip katler ’s theory .katler theory announces costumers ’s expectation and demand ,so available study includes two part :first part in basis of cognition and evaluation of malek museum general plans, second part in basis of kamal ol molk works ‘s plans and applications .the purpose would be presenting general and adequate data for everyone in basis of this superior artist KEYWORD: museum, malek, library, kamal ol molk INTRODUCTION Constantly based on Iranian culture background ,ancient periods ‘s protection and preservation of culture and symbolic viewpoint exist, these viewpoints influence basic culture aspects along with relation and mutuality achievement with people .today ,people’s taste has modified toward objects, also cultural and social procedures have attracted people and one of important reason of this matter would be artist ‘s impact on cultural action .definitely centers such as photo exhibitions which take place with current art originality has paid attention to social and economical aspect .culture is series of social ,historical and political values which could be effective in social relation ,also culture have close relation with social and personal identity. Museum is a social and cultural place which have effective role in culture protection and could be effective in political and decision making procedure in management, this is an occasion which had modified Iranian museums in recent years because museum theory is reforming currently ,therefore museum would be as a social phenomenon which could influence culture .culture of society is effective in people’s life, on the other hand culture have historical background in Iran and Iranian trade, because Iran constantly has relation with other cultures and Iranian trades as Iranian culture messengers have significant role in Iranian life advertisement in remote areas. Haj hosein malek, founder of national malek library and museum was a trader who was interested in culture and books and also could allocate valuable collection of art in malek museum to imam reza in order to be utilized by people. Marketing is an organizational matter which involves customers development ,relation and admiration processes .also management marketing acclaims relation with customers mutually in order to be utilized by both of them .this process would be accomplished via cultural product provision ,easy access to museum, special design for constant exhibition of kamal ol molk works ,teaching and description of kamal ol molk painting rules ,design and apply the electronic marketing, data basis development ,scientific meetings, magazine and book publication, posters and brochures provision and display kamal ol molk works. It’s clear that museums have significant role in national identity development by an outlook to culture structure of political alteration and modification .fak writes about this that identity have analysis aspect ,identity is so effective in better understanding of human experiences and its behavior ,hence if we know the culture as psychology and social process position that revolves around self-cognition. Identity would be strong tool for thought and experiences understanding .regardless accomplished efforts for development and expansion of marketing proceeds, little researches have been accomplished in basis of visitors understanding and their interests. According to this description, the main origin would be marketing proceeds formation. In 1999 a researcher (kambez) realized that learning and entertainment are as the first motivation of visiting museum and visitors know museum as learning locations via observing objects. In fact, they know physical 218