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자료명/저자사항
Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler 인기도
발행사항
San Francisco, CA : Jossey-Bass, c2008
청구기호
069.068 -A10-1
자료실
[서울관] 서고(열람신청 후 1층 대출대)
형태사항
xxx, 511 p. : ill. ; 25 cm
표준번호/부호
ISBN: 9780787996918 (cloth)
제어번호
MONO2201009491
주기사항
Rev. ed. of: Museum strategy and marketing. c1998
Includes bibliographical references and index

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영문목차

CONTENTS

Figures, Tables, and Exhibits xiii

Model Museum Practices xvii

Preface xxi

Acknowledgments xxvii

The Authors xxix

PART ONE MUSEUMS AND MARKETING 1

1 The diverse world of museums 3

2 The role of museum marketing 21

PART TWO STRATEGIC MARKETING 41

3 Moving to strategic planning 43

4 Choosing a mission and core strategy 83

5 Applying market segmentation, targeting, positioning, and branding 114

PART THREE MUSEUM CHALLENGES AND OPPORTUNITIES 151

6 Building audiences 153

7 Attracting financial resources 188

PART FOUR TACTICAL MARKETING 247

8 Carrying out marketing research 249

9 Developing attractive offerings 287

10 Distributing the museum's offerings and services 322

11 Managing marketing communications 347

12 Setting pricing strategies 409

13 Managing marketing operations 431

CONCLUSION 457

14 Securing the future of museums 459

Online resources 469

References 471

Index 483

Continuation of the Copyright Page 509

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  • 출판사 책소개 (알라딘 제공)

    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


    New feature

    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 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

    더보기

가상서가

Museum marketing and strategy : designing missions, building audiences, generating revenue and resources / Neil G. Kotler, Philip Kotler, Wendy I. Kotler Museum marketing and strategy : designing missions, building audiences, generating revenue and resources Jossey-Bass
Museum collections management / Freda Matassa Museum collections management Facet Publishing
Marketing and public relations for museums, galleries, cultural and heritage attractions / Ylva French and Sue Runyard Marketing and public relations for museums, galleries, cultural and heritage attractions Routledge
Das Museum im Zeitalter der digitalen Vermittlung : Sammeln, Bewahren, Forschen, Vermitteln, Partizipieren / Katharina Fuhrhop Das Museum im Zeitalter der digitalen Vermittlung : Sammeln, Bewahren, Forschen, Vermitteln, Partizipieren AV Akademikerverlag
Museum branding : how to create and maintain image, loyalty, and support / Margot Wallace Museum branding : how to create and maintain image, loyalty, and support Rowman ＆ Littlefield
Managing innovation and cultural management in the digital era : the case of the National Palace Museum / edited by Rua-Huan Tsaih and Tzu-Shian Han Managing innovation and cultural management in the digital era : the case of the National Palace Museum Routledge
The manual of strategic planning for cultural organizations : a guide for museums, performing arts, science centers, public gardens, heritage sites, libraries, archives, and zoos / Gail Dexter Lord, Kate Markert. The manual of strategic planning for cultural organizations : a guide for museums, performing arts, science centers, public gardens, heritage sites, libraries, archives, and zoos Rowman ＆ Littlefield
Systems thinking in museums : theory and practice / edited by Yuha Jung and Ann Rowson Love. Systems thinking in museums : theory and practice Rowman ＆ Littlefield
Intentional practice for museums : a guide for maximizing impact / Randi Korn. Intentional practice for museums : a guide for maximizing impact Rowman ＆ Littlefield
Leading museums today : theory and practice / Martha Morris. Leading museums today : theory and practice Rowman ＆ Littlefield
Museums and social change : challenging the unhelpful museum / edited by Adele Chynoweth [and three others]. Museums and social change : challenging the unhelpful museum Routledge
Managing change in museums and galleries : a practical guide / Piotr Bienkowski and Hilary McGowan. Managing change in museums and galleries : a practical guide Routledge
Transforming museum management : evidence-based change through open systems theory / Yuha Jung. Transforming museum management : evidence-based change through open systems theory Routledge
Museum management : opportunities and threats for successful museums / Milan Jan Půček, František Ochrana, Michal Plaček. Museum management : opportunities and threats for successful museums Springer
Case studies in cultural entrepreneurship : how to create relevant and sustainable institutions / edited by Gretchen Sullivan Sorin and Lynne A. Sessions Case studies in cultural entrepreneurship : how to create relevant and sustainable institutions Rowman ＆ Littlefield
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