| Description |
xviii, 365 pages : illustrations ; 25 cm |
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regular print |
| Contents |
Contents note continued: 17.Research and Evaluation in Marketing and Pr -- 18.Notes and Resources |
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Machine generated contents note: pt. 1 Marketing and Pr Principles for the Twenty-First Century -- 1.Marketing in a New Dimension -- 2.Public Relations is More than Pr -- 3.The Marketing Strategy - Stage 1: The Internal Audit -- 4.The Marketing Strategy - Stage 2: The External Audit -- 5.A Public Relations Strategy for Every Occasion -- 6.Everything you Want to know About Brands and Branding -- pt. 2 From Theory into Practice -- 7.Creating the Marketing Plan -- 8.Tactical Marketing and Audience Development -- 9.Making the Most of your Tourism Potential -- 10.The Media Overview - The Future is ...? -- 11.Engaging with the Media Through Pr -- 12.Events as PART of Public Relations -- 13.Internal Communications With Staff, Boards and Volunteers -- 14.Communicating with Stakeholders and Partners - Relationship Marketing -- 15.Commercial and Fundraising Activities - The Relationship with Marketing and Pr -- 16.Communicating in a Crisis -- pt. 3 Research and Resources -- |
| Summary |
"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. Population 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. 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." -- Back cover |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Arts -- Marketing.
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Arts -- Public relations.
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Cultural property -- Marketing.
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Cultural property -- Public relations.
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Museums -- Marketing.
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Museums -- Public relations.
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| Author |
Runyard, Sue.
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| LC no. |
2010050822 |
| ISBN |
0415610451 (hbk.) |
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041561046X (paperback: alk. paper) |
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9780415610452 (hbk.) |
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9780415610469 (paperback: alk. paper) |
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