Museum Marketing and Strategy (BOK)

Neil Kotler

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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* Develop a consumer-centered museum


Språk Engelsk Engelsk Innbinding Innbundet
Utgitt 2008 Forfatter Neil Kotler
Jossey Bass Wiley
ISBN 9780787996918
Antall sider 544 Dimensjoner 18,3cm x 23,8cm x 3,3cm
Vekt 988 gram Leverandør Bertram Trading Ltd
Emner og form Museology & heritage studies