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

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

ISBN 10: 0787996912 / ISBN 13: 9780787996918

Editore: Jossey-Bass, 2008

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Codice articolo S_420288355

Dati bibliografici

• 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

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.