Title: Museum marketing and strategy
Subtitle: designing missions, building audiences, generating revenue and resources
First published: 2008
Description: 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 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
Subjects: Museums, Marketing, Museum finance, Planning, Museum attendance, Business, Nonfiction
LC classification: AM5 .K68 2008