TY  - BOOK
AU  - Kotler,Neil G.
AU  - Kotler,Philip
AU  - Kotler,Wendy I.
AU  - Kotler,Neil G.
TI  - Museum marketing and strategy : : designing missions, building audiences, generating revenue and resources 
SN  - 9780787996918 (cloth)
AV  - AM5 .K68 2008
PY  - 2008///
CY  - San Francisco, CA
PB  - Jossey-Bass
KW  - Museums
KW  - Planning
KW  - Marketing
KW  - Museum attendance
KW  - Museum finance
N1  - Rev. ed. of: Museum strategy and marketing. c1998; Includes bibliographical references (p. 469-482) and index
N2  - 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
ER  -