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

By Philip KotlerWendy I. KotlerNeil Kotler, et al.

Book Overview

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

• Format: Hardcover
• Language: English
• ISBN: 0787996912
• ISBN13: 9780787996918
• Release Date: August 2008
• Publisher: Jossey-Bass
• Length: 511 Pages
• Weight: 2.25 lbs.
• Dimensions: 1.3" x 7.2" x 9.3"

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.