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

By Philip Kotler, Wendy I. Kotler, Neil Kotler, et al.

Book Overview

Museum Strategy and Marketing is the most comprehensive and level-headed presentation of its subject I have come across. The authors are sophisticated marketeers who really understand the differences between market-driven businesses and mission-driven museums. The book is not about selling widgets; it's about building museum audiences and strengthening institutions. - Robert P. Bergman, director, The Cleveland Museum of Art In a long-awaited answer of one of museum's most pressing challenges, Neil Kotler and Philip Kotler draw on unmatched expertise and experience to reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. In this first and only guide to planning strategy and marketing for museums, they offer an in-depth, hands-on guide to developing successful museums. The authors explain the strategic relationship between missions, audience and funding--and how managing this relationship is vital for a successful museum--and reveal how marketing tools can be used to grow healthy, vibrant museums. The book's encyclopedic approach covers everything museum managers need to know--from strategic planning and budgeting to advertising, media relations, and fundraising--providing them with the tools to create and nurture a thriving museum.

• Format: Hardcover
• Language: English
• ISBN: 0787909122
• ISBN13: 9780787909123
• Release Date: May 1998
• Publisher: Jossey-Bass Inc Pub
• Length: 432 Pages
• Weight: 1.75 lbs.
• Dimensions: 10.0" x 1.3" x 7.5"

Customer Reviews

Curator: Spice Up Your Boring Museum with Kotler!

At the intersection of marketing strategy and museum administration, this is an absolutely necessary reading for any serious museum decision-maker. Neil and Philip Kotler are world-class marketing experts, who have been cultivating a parallel interest in non-for-profit organizations since the 1970s. This book is very useful, elaborating on each stage of the development of marketing strategy, with excellent examples and case-studies which provide a practical perspective on marketing tools applied on museums. The book is, at least, very insightful. Highly recommended.

Modern Museum Marketing

An up-to-date compendium of marketing analysis and techniques for all flavors of museum. This book includes detailed marketing strategies to find the visitor, determine their wants and meet those desires. All aspects of museum work is presented: fund raising, exhibit development, collection policy, staff development, etc. We have used the guidance of this book to frame future expansion of the Minnesota Transportation Museum in St. Paul, MN. Includes detailed charts to develop mission statements, arketing plans, interview visitors, develop advertising, perform continuing assessment of the museum.