Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources 精装
The Second Edition of a Groundbreaking Book
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
The 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 worlda 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
Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.
Philip Kotler is?the S.C. Johnson & Son Professor of International Marketing at Northwestern University′s Kellogg School of Management in Evanston, Illinois.
Wendy I. Kotler is an educator and museum consultant of long–standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.