Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources

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

ISBN 10: 0787996912 / ISBN 13: 9780787996918

Published by Jossey-Bass, 2008

Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_427166436

Synopsis:

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

About the Author: Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution. Philip Kotler is?the S.C. Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of Management in Evanston, Illinois. Wendy I. Kotler is an educator and museum consultant of long-standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.

Bibliographic Details

Title: Museum Marketing and Strategy: Designing ...
Publisher: Jossey-Bass
Publication Date: 2008
Binding: hardcover
Condition: Very Good
Edition: 2nd Edition