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

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

4156082
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Описание
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: Designing Missions, Building Audiences, Generating Revenue and Resources" 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.
    2-nd edition.