Museum Marketing and Strategy
Designing Missions, Building Audiences, Generating Revenue and Resources
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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
Compra de libros
Museum Marketing and Strategy, Neil Kotler, Philip Kotler, Wendy I. Kotler
- Idioma
- Publicado en
- 2008
- Encuadernación
- (Tapa dura)
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- Título
- Museum Marketing and Strategy
- Subtítulo
- Designing Missions, Building Audiences, Generating Revenue and Resources
- Idioma
- Inglés
- Autores
- Neil Kotler, Philip Kotler, Wendy I. Kotler
- Editorial
- Jossey-Bass
- Publicado en
- 2008
- Formato
- Tapa dura
- Páginas
- 544
- ISBN10
- 0787996912
- ISBN13
- 9780787996918
- Serie
- Categorías
- Etiquetas
- Tema histórico, Comercio, Arte, Museos
- Calificación
- 3,85 de 5
- Descripción
- 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