Museum strategy and marketing
Subtitle: designing missions, building audiences, generating revenue and resources
By: Neil Kotler and Philip Kotler.
Contributors: Kotler, Philip.
Series: The Jossey-Bass nonprofit & public management series; Jossey-Bass nonprofit and public management series
Publisher: Jossey-Bass Publishers
Published: 1998
Place of publication: San Francisco, Calif
Language: eng
Number of pages: 395
Subjects: Museums -- Planning.; Museums -- Marketing.; Museum attendance.; Museum finance.
Description: "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 strategic relationship between mission, audience, and funding - and how managing this relationship is vital for a successful museum.

They offer strategic and marketing tools as instruments that museum professionals can use to shape and reach their own goals, to achieve higher quality and broader support, and to build healthy, vibrant museums."--BOOK JACKET.
Notes: Includes bibliographical references (p. 369-378) and index.