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

Author: Neil G Kotler; Philip Kotler; Wendy I Kotler
Publisher: San Francisco : Jossey-Bass, ©2008.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
This guide to marketing for museums has been updated to address the growing impact of technology, shifts in museum branding and marketing strategy, and also it adds international case studies.
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Additional Physical Format: Online version:
Kotler, Neil G., 1941-
Museum marketing and strategy.
San Francisco : Jossey-Bass, ©2008
(OCoLC)676250714
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Neil G Kotler; Philip Kotler; Wendy I Kotler
ISBN: 9780787996918 0787996912
OCLC Number: 222664910
Notes: Revised edition of: Museum strategy and marketing. c1998.
Description: xxx, 511 pages : illustrations ; 25 cm
Contents: Pt. 1. Museums and marketing --
1. The diverse world of museums --
2. The role of museum marketing --
Pt. 2. Strategic marketing --
3. Moving to strategic planning --
4. Choosing a mission and core strategy --
5. Applying market segmentation, targeting, positioning, and branding --
Pt. 3. Museum challenges and opportunities --
6. Building audiences --
7. Attracting financial resources --
Pt. 4. Tactical marketing --
8. Carrying out marketing research --
9. Developing attractive offerings --
10. Distributing the museum's offerings and services --
11. Managing marketing communications --
12. Setting pricing strategies --
13. Managing marketing operations --
Conclusion --
14. Securing the future of museums.
Responsibility: Neil G. Kotler, Philip Kotler, Wendy I. Kotler.
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Abstract:

* This new edition of the bestselling guide on marketing for museums is thoroughly updated, addressing the growing impact of technology, shifts in museum branding and marketing strategy, and  Read more...

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