Museum marketing and strategy : designing missions, building audiences, generating revenue and resources /
Neil G. Kotler, Philip Kotler, Wendy I. Kotler
- 2nd ed.
- San Francisco : Jossey-Bass, cop. 2008
- XXX, 511 p.
- Novetats 2009 (CIDOC) ; 04 .
- Novetats 2009 (CIDOC) ; 04 .
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)