Museum Marketing and Strategy
Author | : Neil G. Kotler |
Publisher | : John Wiley & Sons |
Total Pages | : 545 |
Release | : 2008-07-10 |
ISBN-10 | : 9780470370391 |
ISBN-13 | : 0470370394 |
Rating | : 4/5 (91 Downloads) |
Book excerpt: 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