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Museum Marketing and Strategy

Museum Marketing and Strategy
Author : Neil G. Kotler
Publisher : John Wiley & Sons
Total Pages : 544
Release : 2016-08-25
ISBN 10 : 9781119363743
ISBN 13 : 1119363748
Language : EN, FR, DE, ES & NL

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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