Museum Marketing and Strategy


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
  • Develop a consumer-centered museum
Başlık Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources
Yazarlar Neil G. Kotler, Philip Kotler, Wendy I. Kotler
Yayıncı John Wiley & Sons, 2008
ISBN 0470370394, 9780470370391
Uzunluk 544 sayfa

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