| Description |
xxviii, 395 pages : illustrations ; 24 cm |
|
regular print |
| Series |
The Jossey-Bass nonprofit & public management series |
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Jossey-Bass nonprofit and public management series.
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| Contents |
Pt. 1. Museums Face the Twenty-First Century. 1. The Diverse World of Museums. 2. Strategic Museum Challenges: Mission, Audience, and Funding -- Pt. 2. Strategic Planning for Museums. 3. Museums Turn to Strategic Planning. 4. Understanding Museum Audiences. 5. Applying Market Segmentation, Targeting, and Positioning -- Pt. 3. Strategies and Tools for Museum Development. 6. Using Marketing Research and Information-Gathering Tools. 7. Developing Attractive Offerings: Exhibitions, Programs, Experiences, Services. 8. Distributing the Museum's Offerings and Services. 9. Communicating and Promoting: Image and Brand Building, Advertising, Public Relations, Direct Marketing, and Sales. 10. Setting Pricing and Revenue-Building Strategies. 11. Attracting Resources: Building Member, Volunteer, and Donor Support. 12. Developing the Marketing Organization: Plans, Budgets, Implementation, and Control -- Appendix. Twenty-One Ways to Buy Art / Stephen E. Weil |
| Summary |
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 |
| Bibliography |
Includes bibliographical references (pages 369-378) and index |
| Subject |
Museum attendance.
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Museum finance.
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Museums -- Marketing.
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Museums -- Planning.
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| Author |
Kotler, Philip.
|
| LC no. |
98008964 |
| ISBN |
0787909122 (acid-free paper) |
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