Museum Marketing and Strategy

Designing Missions, Building Audiences, Generating Revenue and Resources
Product Number: EB00685852
Released: Oct 09, 2016
Business Term: Purchase
ISBN: #9781119363743
Publisher: Jossey-Bass
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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

Original Publish Date: Aug 25, 2016

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