Museum strategy and marketing : designing missions, building audiences, generating revenue and resources / Neil Kotler and Philip Kotler

By: Kotler, Neil G.
Kotler, Philip.
ISBN: 0787909122.Edition: 1st ed.Publisher: San Francisco : Jossey-Bass, cop. 1998Description: xxviii, 395 p.Series: The Jossey-Bass nonprofit and public management series:
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Tables, Figures, and Exhibits -- Model Museum Practices -- Preface -- Acknowledgments -- The Authors -- I. Museums Face The Twenty-First Century: 1. The Diverse World of Museums ; 2. Strategic Museum Challenges: Mission, Audience, and Funding -- II. Strategic Planning for Museums: 3. Museums Turn to Strategic Planning ; 4. Understanding Museum Audiences ; 5. Applying Market Segmentation, Targeting, and Positioning -- III. Strategies and Tools for Museum Development: 6. Using Marketing Research and Information-Gathering Tools ; 7. Developing Attractive Offering: Exhibitions, Programs, Experiences, Services ; 8. Distributing the Museum's Offerings and Services ; 9. Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales ; 10. Setting Pricing and Revenue-Building Strategies ; 11. Attracting Resources: Building Member, Volunteer, and Donor Support ; 12. Developing the Marketing Organization: Plans, Budgets, Implementation, and Control -- Conclusion: Securing the Future of Museums -- Appendix: Twenty-One Ways to Buy Art / Stephen E. Weil -- References -- Index

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