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, ...
Author: Neil G. Kotler
Publisher: John Wiley & Sons
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
Within this conceptual environment museums can flourish, however, there is a
need to assess the notion of marketing within ... The approach to museum
marketing in this book attempts to strike a balance between the current global
Author: Ruth Rentschler
Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as ‘customers’; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
Why should museums invest time and resources in developing a marketing strategy when there are so many other demands on their limited budget?
Author: Sue Runyard
Publisher: Stationery Office Books (TSO)
Why should museums invest time and resources in developing a marketing strategy when there are so many other demands on their limited budget? The simple answer is that there is evidence that effective marketing assists the survival of the museum.
Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation.
Author: Fiona Mclean
Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.
Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to ...
Author: Richard Sandell
Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely linked areas of management and marketing in the museum. The articles, from established and world-renowned contributors, practitioners and writers at the leading edge of their fields, deal with the museum context of management and how marketing and management practices must take account of the specifics of the museum and the not-for-profit ethos. Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to professionals working and developing within the field.
Partnerships and co - operative marketing Proper long - term planning presents
an opportunity to find partners with whom the museum can co - operate to
achieve greater public awareness and bring in more visitors . Sometimes this will
be a ...
Author: Sue Runyard
As museums, galleries and heritage attractions are expected to become more competitive, marketing and PR naturally become key tools to attract more visitors. This text covers various aspects of marketing and PR in a museum/gallery context.
Academy of Marketing Science ... Thus , museums may be able to attract repeat
visitors by encouraging group visits . Repeat visitors compared to first - time
visitors found the museum experience to be more comparable to the experience
Author: Academy of Marketing Science
Vols. for 1978- are the proceedings of the 2nd- annual conference of the Academy of Marketing Science.
Museums must develop more effective management and marketing, if they are to survive and prosper in to the next millenium.Museum Management addresses:* strategic management issues such as policy formulation* corporate planning* performance ...
Author: Kevin Moore
Publisher: Psychology Press
An introduction to the key issues, controversies and debates which exist in museum management. This book considers subject areas such as strategic management, HRM and marketing.Museums and galleries in the 1990s face unprecedented changes and challenges. Cuts in public funding have pushed museums into the marketplace, where they must compete for visitors, market their 'product' and generate their own income and sponsorship. Museums must develop more effective management and marketing, if they are to survive and prosper in to the next millenium.Museum Management addresses:* strategic management issues such as policy formulation* corporate planning* performance measurement* human resource management* financial management* marketing.This volume is an invaluable introduction to the key issues, controversies and debates in the subject. It will be essential reading for all students, museum managers and staff who need to keep up to date with latest developments in the field.
Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals ...
Author: Ylva French
Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns.ãeePopulation patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China.ãee Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.
The Denver Art Museum Case Objectives The purpose of this case is to consider
a not - for - profit organization ' s marketing mix and , in particular , the role its
pricing strategy has in accomplishing its organizational mission . Synopsis The ...
Author: J. Paul Peter
Publisher: Irwin Professional Publishing
"Marketing Management," 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies..
This updated new edition is a much- needed guide to marketing for libraries, archives, and museum professionals in the social media age.
Author: Lorri Mon
Publisher: Rowman & Littlefield Publishers
This updated new edition is a much- needed guide to marketing for libraries, archives, and museum professionals in the social media age. It is both an introductory textbook and a guide for working professionals who want to go beyond mere promotion to developing and deliberately managing a comprehensive marketing campaign.
Dealings with museum staff All museum employees, irrespective of their status
and role are representatives of, and represent to the public, the ... Museum
marketing For many museums, marketing is not altogether a new phenomenon.
Author: Michael Belcher
Publisher: Bloomsbury Continuum
Discusses every stage of exhibition planning, design, and presentation. Belcher addresses key intellectual and conceptual elements in exhibition design, as well as practical elements such as safety, climate, and lighting. Belcher also focuses on audience research and evaluation.
What does the future hold for museums and how will they cope with the need for
change ? Well , being more market - centred rather than museum - centred – in
other words , being more marketing - oriented – is one way . Marketing is based ...
Author: Scottish Museums Council
A collection of the papers given at a major conference in Glasgow organised by the Scottish Museums Council in association with the Scottish Council for Educational Technology in October 1986. The text examines how changing needs in education are creating new opportunities for museums to serve the education market.