Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources
The Second Edition of a Groundbreaking BookThis 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 toDefine the exchange process between a museum's offerings and consumer valueDifferentiate a museum and communicate its unique value in a competitive marketplaceFind, create, and retain consumers and convert visitors to members and members to volunteers and donorsPlan strategically and maximize marketing's valueAchieve financial stabilityDevelop a consumer-centered museumThe book is filled with examples of best practices, programs, problem solving, and organizational behavior. Ten case studies illuminate marketing solutions with contributions from international museum professionals including Ruth Rentschler, Kazuharu Ishida, Sarah Briggs, Mario Bucolo, and Yutaka Mino.Praise for Museum Marketing and Strategy"The Kotlers have written a much needed, up-to-date, comprehensive road map for effective leadership. There is a rich lode of stories and strategies for the museum executive in a digital world—a tour de force."—John W. McCarter, Jr., CEO and president, The Field Museum, Chicago, Illinois"The most comprehensive and insightful guide to effectively addressing the challenges facing museums in the changing and uncertain global, digital, and consumer empowered environment. Illustrated with a trove of rich cases of model museum practices around the world, this book is a must-read to all museum management and boards."—Yoram (Jerry) Wind, The Lauder Professor and professor of marketing, the Wharton School, University of Pennsylvania, and trustee, Philadelphia Museum of Art