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

Kotler, Wendy I.,Kotler, Philip,Kotler, Neil G.

ISBN 10: 0787996912 / ISBN 13: 9780787996918

Verlag: Jossey-Bass, 2008

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Inhaltsangabe:

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

Über die Autorin bzw. den Autor: 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.

Bibliografische Details

Titel: Museum Marketing and Strategy: Designing ...
Verlag: Jossey-Bass
Erscheinungsdatum: 2008
Einband: Hardcover
Zustand: Good
Auflage: 2. Auflage