Title: Museum strategy and marketing
Subtitle: designing missions, building audiences, generating revenue and resources
First published: 1998
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.
Subjects: Museums, Marketing, Museum finance, Planning, Museum attendance, Missions, Museum techniques
LC classification: AM5 .K68 1998