Museum marketing and strategy : designing missions, building audiences, generating revenue and resources
Kotler, Neil G., 1941-
Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler. - Second edition - San Francisco, CA : Jossey-Bass, c2008. - xxx, 511 pages : illustrations ; 25 cm.
Rev. ed. of: Museum strategy and marketing. c1998.
Includes bibliographical references (p. 469-482) and index.
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.
9780787996918 (cloth)
2008014814
GBA871105 bnb
014627173 Uk
Museums--Planning.
Museums--Marketing.
Museum attendance.
Museum finance.
AM5 / .K68 2008
Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler. - Second edition - San Francisco, CA : Jossey-Bass, c2008. - xxx, 511 pages : illustrations ; 25 cm.
Rev. ed. of: Museum strategy and marketing. c1998.
Includes bibliographical references (p. 469-482) and index.
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.
9780787996918 (cloth)
2008014814
GBA871105 bnb
014627173 Uk
Museums--Planning.
Museums--Marketing.
Museum attendance.
Museum finance.
AM5 / .K68 2008
