Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources

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9780787996918: 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

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

From the Back Cover:

The SECOND EDITION of
A GROUNDBREAKING BOOK

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 co mpetitive 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

The book is filled with examples of best practices, programs, problem solving, and organizational behavior. Ten case studies illuminate marketing solutions with contributions from international museum professionals including Ruth Rentschler, Kazuharu Ishida, Sarah Briggs, Mario Bucolo, and Yutaka Mino.

PRAISE FOR Museum Marketing and Strategy

"The Kotlers have written a much needed, up-to-date, comprehensive road map for effective leadership. There is a rich lode of stories and strategies for the museum executive in a digital world—a tour de force."
—JOHN W. McCARTER, JR., CEO and president, The Field Museum, Chicago, Illinois

"The most comprehensive and insightful guide to effectively addressing the challenges facing museums in the changing and uncertain global, digital, and consumer empowered environment. 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, University of Pennsylvania, and trustee, Philadelphia Museum of Art

About the Author:

NEIL G. KOTLER is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.

PHILIP KOTLER is the S.C. Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of Management in Evanston, Illinois.

WENDY I. KOTLER is an educator and museum consultant of long-standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.

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Neil Kotler (Kotler Cultural and Museum Marketing Consultants); Philip Kotler (Northwestern University ); Wendy Kotler
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Descrizione libro John Wiley Sons Inc, United States, 2008. Hardback. Condizione libro: New. 2nd Revised edition. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780787996918

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Neil G. Kotler, Philip Kotler, Wendy I. Kotler
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Descrizione libro John Wiley Sons Inc, United States, 2008. Hardback. Condizione libro: New. 2nd Revised edition. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780787996918

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Descrizione libro Wiley 2008-08-22, San Francisco, Calif. :|Chichester, 2008. hardback. Condizione libro: New. Codice libro della libreria 9780787996918

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Descrizione libro John Wiley & Sons Inc. Hardback. Condizione libro: new. BRAND NEW, Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources (2nd Revised edition), Neil G. Kotler, Philip Kotler, Wendy I. Kotler, 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. Codice libro della libreria B9780787996918

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Descrizione libro Jossey-Bass, 2008. Condizione libro: New. 2008. 2nd Edition. Hardcover. * 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 also adds international case studies. Num Pages: 544 pages, Illustrations. BIC Classification: GM; KJS. Category: (P) Professional & Vocational. Dimension: 244 x 188 x 33. Weight in Grams: 986. . . . . . . Codice libro della libreria V9780787996918

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