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

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John Wiley & Sons, Jul 10, 2008 - Business & Economics - 544 pages
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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
 

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Journal article on problems with segmentation models in museums is now available free access on Visitor Studies' website: http://www.tandfonline.com/doi/abs/10.1080/.U3tACSh7Ta8#.U3tBiC_oWDc

Contents

Designing Missions Building Audiences and Generating Revenue and Resources Second Edition Part II STRATEGIC MARKETING
41
Designing Missions Building Audiences and Generating Revenue and Resources Second Edition Part III MUSEUM CHALLENGES AND OPPORTU...
151
Designing Missions Building Audiences and Generating Revenue and Resources Second Edition Part IV TACTICAL MARKETING
247
Designing Missions Building Audiences and Generating Revenue and Resources Second Edition CONCLUSION
457

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About the author (2008)

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.

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