This newly revised and updated edition of the classic resource on museum marketing and strategy provides a proven framework for examining marketing and strategi

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visit

Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation.

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visit

Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, t