Museum Marketing and Strategy

Museum Marketing and Strategy

Designing Missions, Building Audiences, Generating Revenue and Resources

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

544 pages· 2008· ISBN 9780470370391
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About
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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