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
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Museum Marketing and Strategy, Neil Kotler, Philip Kotler, Wendy I. Kotler
- Taal
- Jaar van publicatie
- 2008
- Bindwijze
- (Hardcover)
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- Titel
- Museum Marketing and Strategy
- Ondertitel
- Designing Missions, Building Audiences, Generating Revenue and Resources
- Taal
- Engels
- Auteurs
- Neil Kotler, Philip Kotler, Wendy I. Kotler
- Uitgever
- Jossey-Bass
- Jaar van publicatie
- 2008
- Formaat
- Hardcover
- Aantal pagina's
- 544
- ISBN10
- 0787996912
- ISBN13
- 9780787996918
- Reeks
- Categorieën
- Tags
- Historisch thema, Handel, Kunst, Musea
- Beoordeling
- 3,85 van 5
- Aantekening
- 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