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Museum Marketing and Strategy

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

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

Product details

  • Full PDF Book Included
  • Good Quality PDF for Print
  • Hardcover: 544 pages
  • Publisher: Jossey-Bass; 2 edition (August 11, 2008)
  • Language: English
  • ISBN-10: 0787996912
  • ISBN-13: 978-0787996918

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Product Description

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

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.

Product details

  • Full PDF Book Included
  • Good Quality PDF for Print
  • Hardcover: 544 pages
  • Publisher: Jossey-Bass; 2 edition (August 11, 2008)
  • Language: English
  • ISBN-10: 0787996912
  • ISBN-13: 978-0787996918

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