Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler.

By:

Kotler, Neil G, 1941-

Contributor(s):

Material type: Text

TextPublication details: San Francisco, CA : Jossey-Bass, c2008.Edition: Second editionDescription: xxx, 511 pages : illustrations ; 25 cm.ISBN:

9780787996918 (cloth)

Subject(s):

LOC classification:

AM5 .K68 2008

Summary: 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.

Holdings ( 1 )
Title notes ( 2 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Recommended bibliography book	TBS Barcelona	SOON AVAILABLE (Browse shelf(Opens below))	1	Available

Includes bibliographical references (p. 469-482) and index.

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.