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(P/B) MARKETING AND PUBLIC RELATIONS FOR MUSEUMS, GALLERIES,

(P/B) MARKETING AND PUBLIC RELATIONS FOR MUSEUMS, GALLERIES, CULTURAL AND HERITAGE ATTRACTIONS

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FRENCH YLVA, RUNYARD SUE
Κωδ. Πολιτείας: 3707-2302

Παρουσίαση

Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future.
A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China.
Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions. (From the publisher)

Περιεχόμενα

PART I: MARKETING AND PR PRINCIPLES FOR THE 21ST CENTURY
1. Marketing in a new dimension
2. Public Relations is more than PR
3. The Marketing Strategy - Stage One: The Internal Audit
4. The Marketing Strategy - Stage 2: The External Audit
5. A Public Relations strategy for every occasion
6. Everything you want to know about brands and branding
PART II: FROM THEORY TO PRACTICE
7. Creating the Marketing Plan
8. Tactical marketing and audience development
9. Making the most of your tourism potential
10. The media overview - the future is?
11. Engaging with media through PR
12. Events as part of the public relations mix
13. Internal communications - new ways of communicating
14. Communicating with stakeholders and developing partnerships
15. Commercial and fundraising activities: the relationship with Marketing and PR
16. Crisis Communications
PART III: RESEARCH AND RESOURCES
17. Research, monitoring and evaluation in Marketing and PR
18. Resources
Appendix
Λεπτομέρειες
ISBN139780415610469
ΕκδότηςROUTLEDGE
Σειρά
Χρονολογία ΈκδοσηςΙούνιος 2011
Αριθμός σελίδων384
Διαστάσεις25x17
Συγγραφέας/Δημιουργός (Ελληνικά)ΦΡΕΝΤΣ ΙΛΒΑ, ΡΑΝΓΙΑΡΝΤ ΣΟΥ
Κωδικός Πολιτείας3707-2302
Θέμα
Θέση στο κατάστημαΕίσοδος Δ

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