
Museum Marketing and Strategy
Designing Missions, Building Audiences, Generating Revenue and Resources
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
- ISBN 13 : 0470370394
- ISBN 10 : 9780470370391
- Judul : Museum Marketing and Strategy
- Sub Judul : Designing Missions, Building Audiences, Generating Revenue and Resources
- Pengarang : Neil G. Kotler, Philip Kotler, Wendy I. Kotler,
- Kategori : Business & Economics
- Penerbit : John Wiley & Sons
- Bahasa : en
- Tahun : 2008
- Halaman : 544
- Halaman : 544
- Google Book : http://books.google.co.id/books?id=rJzc_5mdzRoC&dq=inauthor:kotler&hl=&source=gbs_api
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Ketersediaan :
Illustrated with a trove of rich cases of model museum practices around the world, this book is a must-read to all museum management and boards." —YORAM (JERRY) WIND, The Lauder Professor and professor of marketing, the Wharton School, ...