Marketing the Museum

Front Cover
Routledge, Dec 6, 2012 - Business & Economics - 268 pages

Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation.

The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum?

In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.

 

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Contents

The museum context
9
The marketing context
36
The museums environment
61
Museums and the public
75
The museums markets
89
The museum product
105
Communicating the museum product
129
Resource attraction
156
Implementing the marketing effort
180
Future developments for marketing the museum
215
Appendix 1
225
References
232
Index
246
Copyright

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