Museum Marketing and Strategy
Designing Missions, Building Audiences, Generating Revenue and Resources
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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; and develop a consumer-centered museum
Zakup książki
Museum Marketing and Strategy, Neil Kotler, Philip Kotler, Wendy I. Kotler
- Język
- Rok wydania
- 2008
- Oprawa
- (twarda)
Metody płatności
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- Tytuł
- Museum Marketing and Strategy
- Podtytuł
- Designing Missions, Building Audiences, Generating Revenue and Resources
- Język
- angielski
- Autorzy
- Neil Kotler, Philip Kotler, Wendy I. Kotler
- Wydawca
- Jossey-Bass
- Rok wydania
- 2008
- Oprawa
- twarda
- Liczba stron
- 544
- ISBN10
- 0787996912
- ISBN13
- 9780787996918
- Seria
- Kategorie
- Tagi
- Tematy historyczne, Biznes, Sztuka, Muzea
- Ocena
- 3,85 z 5
- Opis
- 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; and develop a consumer-centered museum