Museum Marketing and Strategy : Designing Missions, Building Audiences, Generating Revenue and Resources Hardback
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
- Format: Hardback
- Pages: 544 pages, Illustrations
- Publisher: John Wiley & Sons Inc
- Publication Date: 22/08/2008
- Category: Museums & museology
- ISBN: 9780787996918