Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources - Couverture rigide

Kotler, Neil G.; Kotler, Philip; Kotler, Wendy I.

Couverture rigide

ISBN 10 : 0787996912 ISBN 13 : 9780787996918

Editeur : Jossey-Bass Inc.,U.S., 2008

Synopsis

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

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Jossey-Bass Inc.,U.S.
• Date d'édition: 2008
• Langue: anglais
• ISBN 10: 0787996912
• ISBN 13: 9780787996918
• Reliure: Relié
• Numéro d'édition: 2
• Nombre de pages: 544
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible