Museum strategy and marketing : designing missions, building audiences, generating revenue and resources

Museum strategy and marketing : designing missions, building audiences, generating revenue and resources / Neil Kotler and Philip Kotler.

In this answer to one of the most pressing challenges facing today's museums, 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 strat...

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Bibliographic Details
Main Author: Kotler, Neil G., 1941-
Other Authors: Kotler, Philip
Format: Book
Language:English
Published: San Francisco, Calif. : Jossey-Bass Publishers, ©1998.
Series:Jossey-Bass nonprofit and public management series.
Subjects:
Museums > Planning.
Museums > Marketing.
Museum attendance.
Museum finance.
Musea.
Strategische planning.
Marketing.
MARKETING EM MUSEUS.
PLANEJAMENTO DE MUSEUS.
ADMINISTRAÇÃO DE MUSEUS.
MUSEUS.
Museums.
Table of Contents:
  • pt. 1. Museums Face the Twenty-First Century. 1. The Diverse World of Museums. 2. Strategic Museum Challenges: Mission, Audience, and Funding
  • pt. 2. Strategic Planning for Museums. 3. Museums Turn to Strategic Planning. 4. Understanding Museum Audiences. 5. Applying Market Segmentation, Targeting, and Positioning
  • pt. 3. Strategies and Tools for Museum Development. 6. Using Marketing Research and Information-Gathering Tools. 7. Developing Attractive Offerings: Exhibitions, Programs, Experiences, Services. 8. Distributing the Museum's Offerings and Services. 9. Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales. 10. Setting Pricing and Revenue-Building Strategies. 11. Attracting Resources: Building Member, Volunteer, and Donor Support. 12. Developing the Marketing Organization: Plans, Budgets, Implementation, and Control
  • Appendix. Twenty-One Ways to Buy Art / Stephen E. Weil.

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