Museum Marketing and Strategy
designing missions, building audiences, generating revenue and resources
- ISBN: 9780787996918
- Editorial: Jossey-Bass Ltd.
- Fecha de la edición: 2008
- Lugar de la edición: Chichester. Reino Unido
- Edición número: 2nd ed
- Encuadernación: Cartoné
- Medidas: 24 cm
- Nº Pág.: 544
- Idiomas: Inglés
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; and develop a consumer-centered museum.
