Museum marketing and strategy : designing missions, building audiences, generating revenue and resources


Neil G. Kotler, Philip Kotler, Wendy I. Kotler
Bok Engelsk 2008 · Electronic books.
Utgitt
San Francixco, Calif. : Jossey-Bass; John Wiley , 2008
Omfang
XXX, 511 s. : ill.
Utgave
2nd ed
Opplysninger
Description based upon print version of record.. - MUSEUM MARKETING AND STRATEGY: Designing Missions, Building Audiences, and Generating Revenue and Resources, Second Edition; CONTENTS; FIGURES, TABLES, AND EXHIBITS; Figures; Tables; Exhibits; MODEL MUSEUM PRACTICES; PREFACE; Audience for This Book; Overview of the Contents; ACKNOWLEDGMENTS; THE AUTHORS; Part I: MUSEUMS AND MARKETING; Chapter 1: THE DIVERSE WORLD OF MUSEUMS; Museum Experiences; What Is a Museum?; Origin and Evolution of Museums; Summary; Chapter 2: THE ROLE OF MUSEUM MARKETING; Exchange Transactions and Relationships; A Role of a Marketer; The Marketing Concept. - Attracting and Retaining an AudienceAttracting New Audiences; Information Gathering; Decision Evaluation; Decision Execution; Postpurchase Assessment and Action; Summary; Model Museum Practice: Fonthill Museum; Chapter 7: ATTRACTING FINANCIAL RESOURCES; The Impact of Economic Cycles on Museums; Museum Revenue Sources; Government Support; Earned Income; Attracting and Managing Donors; Fundraising Goals and Strategy; Investment Income; Improving Business Practices to Augment Income; Financing Opportunities; Summary; Model Museum Practice: The Freer and Sackler Galleries. - Chapter 10: DISTRIBUTING THE MUSEUM'S OFFERINGS AND SERVICES. - Part IV: TACTICAL MARKETINGChapter 8: CARRYING OUT MARKETING RESEARCH; Museum Applications of Marketing Research; Major Types of Museum Research; Before Beginning the Research; Data Sources and Research Tools; Steps in the Marketing Survey Process; Marketing Research Budgeting; Resistance to Marketing Research; Summary; Model Museum Practice: The Newark Museum; Chapter 9: DEVELOPING ATTRACTIVE OFFERINGS; Collections and Exhibitions; Museum Programs; Museum Experiences; Museum Services; Purchasable Products; Summary; Model Museum Practice: 21st Century Museum of Contemporary Art, Kanazawa. - Product Portfolio StrategyOrganizational Structure and Culture; Human Resources; Summary; Model Museum Practice: The Strong National Museum of Play; Chapter 5:APPLYING MARKET SEGMENTATION, TARGETING, POSITIONING, AND BRANDING; Approaches to Markets; Steps in Segmentation, Targeting, and Positioning; Bases for Segmenting Markets; Targeting Specific Market Segments; Positioning the Museum and Its Offerings; Museum Branding and Brands; Summary; Model Museum Practice: Chicago History Museum; Part III: MUSEUM CHALLENGES AND OPPORTUNITIES; Chapter 6: BUILDING AUDIENCES. - Strategic MarketingMarketing Core Concepts; Developing Marketing Plans; Characteristics of a Consumer-Centered Museum; The Impact of the Digital Revolution on Marketing; Summary; Model Museum Practice: Museum of Science, Boston; Part II: STRATEGIC MARKETING; Chapter 3: MOVING TO STRATEGIC PLANNING; Strategic Planning; Strategic Market Planning Process; The Environmental Scan; Undertaking a Marketing Audit; Summary; Model Museum Practice: National Gallery of Victoria; Chapter 4: CHOOSING A MISSION AND CORE STRATEGY; A Museum Chooses Its Mission; Setting the Core Marketing Strategy. - 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 toDefine the exchange process between a museum's offerings and consumer valueDifferent
Emner
Sjanger
Dewey
ISBN
9780787996918

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