(P/B) MUSEUM MARKETING AND STRATEGY
DESIGNING MISSIONS, BUILDING AUDIENCES, GENERATING REVENUE AND RESOURCES
KOTLER PHILIP, KOTLER G. NEIL, KOTLER WENDYΚωδ. Πολιτείας: 0775-0007
Παρουσίαση
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. (From the publisher)
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