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Kotler, Neil G.; Kotler, Philip:
Museum Strategy and Marketing
Designing Missions, Building Audiences, Generating Revenue and Resources
Preis:
€ 44,90
Einband: Gb
Auflage: 1. Auflage
Verlag: John Wiley & Sons San Francisco
Erscheinungsdatum: 4/1998
Seiten: 432 S.
ISBN-10: 0-7879-0912-2
ISBN-13: 978-0-7879-0912-3
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Weitere Fachbücher aus dem Fachgebiet:
Gemeinnützige Organisationen, Allg. | Wirtschaft |
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Beschreibung
Museum Strategy and Marketing is the most comprehensive and level-headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market-driven businesses and mission-driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions.
- Robert P. Bergman, director, The Cleveland Museum of Art
In a long-awaited answer of one of museum's most pressing challenges, Neil Kotler and Philip Kotler draw on unmatched expertise and experience to reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. In this first and only guide to planning strategy and marketing for museums, they offer an in-depth, hands-on guide to developing successful museums. The authors explain the strategic relationship between missions, audience and funding--and how managing this relationship is vital for a successful museum--and reveal how marketing tools can be used to grow healthy, vibrant museums.
The book's encyclopedic approach covers everything museum managers need to know--from strategic planning and budgeting to advertising, media relations, and fundraising--providing them with the tools to create and nurture a thriving museum.
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Inhalt
MUSEUMS FACE THE TWENTY-FIRST CENTURY.
The Diverse World of Museums.
Strategic Museum Challenges: Mission, Audience, and Funding.
STRATEGIC PLANNING FOR MUSEUMS.
Museums Turn to Strategic Planning.
Understanding Museum Audiences.
Applying Market Segmentation, Targeting, and Positioning.
STRATEGIES AND TOOLS FOR MUSEUM DEVELOPMENT.
Using Marketing Research and Information-Gathering Tools.
Developing Attractive Offerings: Exhibitions, Programs, Experiences, Services.
Distributing the Museum's Offerings and Services.
Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales.
Setting Pricing and Revenue-Building Strategies.
Attracting Resources: Building Member, Volunteer, and Donor Support.
Developing the Marketing Organization: Plans, Budgets, Implementation, and Control.
Conclusion: Securing the Future of Museums.
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