Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler
Series Novetats 2009 (CIDOC) ; 04Detalles de publicación: San Francisco : Jossey-Bass, cop. 2008Edición: 2nd edDescripción: XXX, 511 pISBN:- 9780787996918
Tipo de ítem | Biblioteca actual | Colección | Signatura topográfica | Copia número | Estado | Fecha de vencimiento | Código de barras | |
---|---|---|---|---|---|---|---|---|
Libro | Centre d' Informació i Documentació del CERC Sala | General | S 00991 | 1 | Disponible | 1900146881 |
Figures, tables, and exhibits -- Model museum practices -- Preface -- Acknowledgments -- The authors -- Part one. Museums and marketing: 1. The diverse world of museums -- 2. The role of museum marketing -- Part two. Strategic marketing: 3. Moving to strategic planning -- 4. Choosing a mission and core strategy -- 5. Applying market segmentation, targeting, positioning and branding -- Part three. Museum challenges and opportunities: 6. Building audiences -- 7. Attracting financial resources -- Part four. Tactical marketing: 8. Carrying out marketing research -- 9. Developing attractive offerings -- 10. Distributing the museum's offerings and services -- 11. Managing marketing communications -- 12. Setting pricing strategies -- 13. Managing marketing operations -- Conclusion: 14. Securing the future of museums -- Online resources -- References -- Index
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