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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

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, ...