Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources

Neil G. Kotler, Philip Kotler, Wendy I. Kotler

Anno: 2008
Rilegatura: Hardback
Pagine: 544 p.
Testo in English
Dimensioni: 237 x 186 mm
Peso: 1032 gr.
  • EAN: 9780787996918
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Descrizione

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