Museum strategy and marketing : designing missions, building audiences, generating revenue and resources
著者
書誌事項
Museum strategy and marketing : designing missions, building audiences, generating revenue and resources
（The Jossey-Bass nonprofit and public management series）
Jossey-Bass, c1998
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注記
Includes bibliographical references (p. 369-378) and index
内容説明・目次
内容説明
Museum Strategy and Marketing is the most comprehensive and level--headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market--driven businesses and mission--driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions. -- Robert P. Bergman, director, The Cleveland Museum of Art In a long--awaited answer of one of museum's most pressing challenges, Neil Kotler and Philip Kotler draw on unmatched expertise and experience to reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. In this first and only guide to planning strategy and marketing for museums, they offer an in--depth, hands--on guide to developing successful museums. The authors explain the strategic relationship between missions, audience and funding----and how managing this relationship is vital for a successful museum----and reveal how marketing tools can be used to grow healthy, vibrant museums.
The book's encyclopedic approach covers everything museum managers need to know----from strategic planning and budgeting to advertising, media relations, and fundraising----providing them with the tools to create and nurture a thriving museum.
目次
MUSEUMS FACE THE TWENTY--FIRST CENTURY. The Diverse World of Museums. Strategic Museum Challenges: Mission, Audience, and Funding. STRATEGIC PLANNING FOR MUSEUMS. Museums Turn to Strategic Planning. Understanding Museum Audiences. Applying Market Segmentation, Targeting, and Positioning. STRATEGIES AND TOOLS FOR MUSEUM DEVELOPMENT. Using Marketing Research and Information--Gathering Tools. Developing Attractive Offerings: Exhibitions, Programs, Experiences, Services. Distributing the Museum's Offerings and Services. Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales. Setting Pricing and Revenue--Building Strategies. Attracting Resources: Building Member, Volunteer, and Donor Support. Developing the Marketing Organization: Plans, Budgets, Implementation, and Control. Conclusion: Securing the Future of Museums.
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