Museum Marketing and Strategy

Designing Missions, Building Audiences, Generating Revenue and Resources

Auteurs

• Neil G. Kotler
• Philip Kotler
• Wendy I. Kotler

Paramètres

• Art / Culture
• Galerie
• Marketing et relations publiques
• Marketing stratégique
• Musées

En savoir plus sur le livre

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

• Année de publication: 2008
• Reliure: (rigide)