ENGLISH

Museum marketing and strategy: designing missions, building audiences, generating revenue and resources

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

Book information

Publisher
John Wiley and Sons
Year
2008
ISBN
0787996912, 978-0-7879-9691-8, 9780470370391, 0470370394
LCC
AM5 .K68 2008
Google Books ID
uhZ2FYUeSDEC
Open Library ID
OL16774621M
Language
english
Format
PDF
Filesize
4 MB (4011155 bytes)
Edition
2
Pages
544\545
Time added
2012-03-09 12:00:00

Description

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 toDefine the exchange process between a museum's offerings and consumer valueDifferentiate a museum and communicate its unique value in a competitive marketplaceFind, create, and retain consumers and convert visitors to members and members to volunteers and donorsPlan strategically and maximize marketing's valueAchieve financial stabilityDevelop a consumer-centered museum

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