Titolo: Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources
Editore: Jossey-Bass
Data di pubblicazione: 2008
Lingua: Inglese
ISBN 10: 0787996912
ISBN 13: 9780787996918
Rilegatura: Hardcover
Edizione: seconda edizione
Condizione: Good
Condizione della sovraccoperta: No Jacket

Descrizione articolo

Riassunto

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

Informazioni sull?autore

THE AUTHORS

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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