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

By: Kotler, Neil G.
Kotler, Philip | Kotler, Wendy I.
ISBN: 9780787996918.Edition: 2nd ed.Publisher: San Francisco : Jossey-Bass, cop. 2008Description: XXX, 511 p.Series: Novetats 2009 (CIDOC): 04Summary: 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. (Font: Editor)
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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; Develop a consumer-centered museum. (Font: Editor)

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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