Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources, 2nd Edition

Neil G. Kotler, Philip Kotler, Wendy I. Kotler, "Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources, 2nd Edition"
Jossey-Bass | 2024-08-11 | ISBN: 0787996912 | 544 pages | PDF | 3,8 MB

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.

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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

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