Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources (Jossey-Bass Nonprofit and Public Management Series) - Hardcover

Kotler, Neil G.; Kotler, Philip

Hardcover

ISBN 10: 0787909122 ISBN 13: 9780787909123

Publisher: Jossey Bass, 1998

Synopsis

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.

About this title

About the Author

NEIL KOTLER is the program director and coordinator at the Smithsonian Institution. He has taught at Dartmouth College, Georgetown University, and the University of Texas at Austin. He was legislative director for Representative John Conyers, Jr. in the U.S. House of Representatives and served in the Peace Corps in Ethiopia. PHILIP KOTLER, one of the world′s leading authorities on marketing, is professor of international marketing at Northwestern University′s Kellogg Graduate School of Management and is the author of fifteen books––including Marketing Management and Strategic Marketing for Nonprofit Organizations––and over one hundred articles. He is also a consultant to leading corporations and nonprofit organizations.

From the Back Cover

Competition, more programs, limited resources, building a wider audience, generating earned income, renewing exhibits and galleries, capturing the enthusiasm of young people, building collaborations–these are challenges facing today′s museums, history and science centers, zoos and botanical gardens. Museum Strategy and Marketing, the first comprehensive guide to strategic planning and marketing for museums, provides a framework for future action in tackling these and other issues.

In this long awaited answer of one of museums′ most pressing challenges, Neil Kotler and Philip Kotler reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. Rather than seeing marketing as at odds with mission, the authors explain the strategic relationship between missions, audience and funding–and how managing this relationship is vital for a successful museum. They offer marketing tools as instruments that museum professionals can use to shape and reach their own goals, to achieve higher quality and broader support, and build healthy, vibrant museums.

The book offers a variety of methods and tools for coping with fast–changing conditions: pricing, promotion and communication, offsite distribution of programs, building a brand image, audience research, service marketing, new product development, organizational self–assessment, and marketing audits. Its encyclopedic approach gives museum managers tools for everything from strategic planning and budgeting to advertising, media relations, and fundraising–providing them with the tools to create and nurture a thriving museum.

Edition details

• Publisher: Jossey Bass
• Publication date: 1998
• Language: English
• ISBN 10: 0787909122
• ISBN 13: 9780787909123
• Binding: Hardcover
• Number of pages: 432