Museum Marketing and Strategy
Designing Missions, Building Audiences, Generating Revenue and Resources
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This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to: define the exchange process between a museum's offerings and consumer value; differentiate a museum and communicate its unique value in a competitive marketplace; find, create, and retain consumers and convert visitors to members and members to volunteers and donors; plan strategically and maximize marketing's value; achieve financial stability; and develop a consumer-centered museum
Achat du livre
Museum Marketing and Strategy, Neil Kotler, Philip Kotler, Wendy I. Kotler
- Langue
- Année de publication
- 2008
- Reliure
- (rigide)
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- Titre
- Museum Marketing and Strategy
- Sous-titre
- Designing Missions, Building Audiences, Generating Revenue and Resources
- Langue
- Anglais
- Auteurs
- Neil Kotler, Philip Kotler, Wendy I. Kotler
- Éditeur
- Jossey-Bass
- Publié
- 2008
- Format
- rigide
- Pages
- 544
- ISBN10
- 0787996912
- ISBN13
- 9780787996918
- Séries
- Catégories
- Mots clés
- Thème historique, Commerce, Art, Musées
- Évaluation
- 3,85 sur 5
- Description
- This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategic goals in relation to a museum's mission, resources, opportunities, and challenges. Museum Marketing and Strategy examines the full range of marketing techniques and includes the most current information on positioning, branding, and e-marketing. The book addresses the issues of most importance to the museum community and shows how to: define the exchange process between a museum's offerings and consumer value; differentiate a museum and communicate its unique value in a competitive marketplace; find, create, and retain consumers and convert visitors to members and members to volunteers and donors; plan strategically and maximize marketing's value; achieve financial stability; and develop a consumer-centered museum