(Ebook) Museum marketing and strategy: designing missions, building audiences, generating revenue and resources by Neil G. Kotler, Philip Kotler, Wendy I. Kotler ISBN 9780470370391, 9780787996918, 0470370394, 0787996912

(Ebook) Museum marketing and strategy: designing missions, building audiences, generating revenue and resources by Neil G. Kotler, Philip Kotler, Wendy I. Kotler ISBN 9780470370391, 9780787996918, 0470370394, 0787996912

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 toDefine the exchange process between a museum's offerings and consumer valueDifferentiate a museum and communicate its unique value in a competitive marketplaceFind, create, and retain consumers and convert visitors to members and members to volunteers and donorsPlan strategically and maximize marketing's valueAchieve financial stabilityDevelop a consumer-centered museum