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Museum Marketing and Strategy

Designing Missions, Building Audiences, Generating Revenue and Resources

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

It involves the periodic evaluation of museum per— formance and the adjustment
of strategy and tactics based on the continuous flow of information. When
museum managers embark on new strategies, their information is necessarily
limited. As experience and further knowledge are gained, strategies and tactics
can be evaluated in the light of new information. Establishing systems that enable
a museum to carry out and monitor the strategic marketing plan, its goals, and
their effect is ...

Museum Marketing and Strategy

Designing Missions, Building Audiences, Generating Revenue and Resources

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

Illustrated with a trove of rich cases of model museum practices around the world, this book is a must-read to all museum management and boards." —YORAM (JERRY) WIND, The Lauder Professor and professor of marketing, the Wharton School, ...