Marketing the museum / Fiona McLean

By: McLean, Fiona.
ISBN: 0415152933.Edition: 1rst ed.Publisher: London ; New York : Routledge, 1997Description: 257 p.Series: The Heritage: care-preservation-management: Summary: The history of the museum is one of shifting purposes and changing ideals. Taking a necessarily close look at me specific needs of this sector, this volume asks if it is possible to define the 'product' which the modem museum can offer. Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? Or, as anti-marketing lobbies believe, should marketing play only me smallest of roles, if any at all? In this volume, the marketing of a museum is not seen in terms of 'product', but rather as the process by which one can build a relationship between the museum and the public. This study is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. It gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and become a useful as well as an acceptable part of today's museums in achieving their ultimate purpose in serving the community. In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealings in the many branches of the heritage industry around the world. (Font: Editor)
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The history of the museum is one of shifting purposes and changing ideals. Taking a necessarily close look at me specific needs of this sector, this volume asks if it is possible to define the 'product' which the modem museum can offer. Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? Or, as anti-marketing lobbies believe, should marketing play only me smallest of roles, if any at all? In this volume, the marketing of a museum is not seen in terms of 'product', but rather as the process by which one can build a relationship between the museum and the public. This study is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. It gives practical guidelines to the specific ways in which marketing can be tailored to the needs of museums and become a useful as well as an acceptable part of today's museums in achieving their ultimate purpose in serving the community. In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealings in the many branches of the heritage industry around the world. (Font: Editor)

List of figures -- Acknowledgements -- Introduction -- Part I. Issues and challenges: 1. The museum context ; 2. The marketing context ; 3. The museum's environment ; 4. Museums and the public -- Part II. The practice: 5. The museum's markets ; 6. The museum product ; 7. Communicating the museum product ; 8. Resource attraction ; 9. Implementing the marketing effort. Fictional case-study: Marketing Plan for Currie Natural History Museum ; 10. Future developments for marketing the museum -- Appendix 1 -- Notes -- References -- Index

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