Museum Marketing and Strategy

Designing Missions, Building Audiences, Generating Revenue and Resources

Autori

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

Parametri

• Arte / Cultura
• Galleria
• Marketing e PR
• Marketing strategico
• Musei

Maggiori informazioni sul libro

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

Lingua: Inglese

Pubblicato: 2008

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