Author: Neil G. Kotler
Publisher: John Wiley & Sons
ISBN: 1119363748
Category : Business & Economics
Languages : en
Pages : 535
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Book Description
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
Author: Ruth Rentschler
Publisher: Routledge
ISBN: 1136377425
Category : Business & Economics
Languages : en
Pages : 288
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Book Description
Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as ‘customers’; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
Author: Fiona Mclean
Publisher: Routledge
ISBN: 1134743157
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.
Author: Richard Sandell
Publisher: Routledge
ISBN: 1134156006
Category : Art
Languages : en
Pages : 449
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Book Description
Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely linked areas of management and marketing in the museum. The articles, from established and world-renowned contributors, practitioners and writers at the leading edge of their fields, deal with the museum context of management and how marketing and management practices must take account of the specifics of the museum and the not-for-profit ethos. Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to professionals working and developing within the field.
Author: Ruth Rentschler
Publisher: Routledge
ISBN: 1136377433
Category : Business & Economics
Languages : en
Pages : 287
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Book Description
Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as ‘customers’; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
Author: Ylva French
Publisher: Routledge
ISBN: 041561046X
Category : Art
Languages : en
Pages : 377
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Book Description
Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.
Author: Neil G. Kotler
Publisher: Jossey-Bass
ISBN:
Category : Architecture
Languages : en
Pages : 440
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Book Description
This guide to marketing for museums has been updated to address the growing impact of technology, shifts in museum branding and marketing strategy, and also it adds international case studies.
Author: Christina Lister
Publisher: Taylor & Francis
ISBN: 1000999181
Category : Art
Languages : en
Pages : 170
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Book Description
Marketing Strategy for Museums is a practical guide to developing and delivering marketing that supports museums’ missions and goals. Explaining how museums can be strategic and proactive in their approach, it also shows how to make effective decisions with limited resources. Presenting examples from a range of museums around the world, the author positions marketing as a vital function that aims to build mutually beneficial relationships between museums and their audiences – both existing and new – and ensure museums are relevant and viable. Breaking down key marketing models, Lister shows how they can be applied to museums in a meaningful way. Setting out a step-by-step framework for developing a museum’s marketing strategy and for creating marketing campaigns, which can be scaled up or down. Readers will also be encouraged to reflect on topics such as sustainable marketing; ethical marketing; and accessible and inclusive marketing. Marketing Strategy for Museums provides an accessible guide that seeks to demystify marketing and boost the confidence of those responsible for planning and delivering marketing in museums. It is aimed at people working in museums of all types and sizes and will also be relevant to students of museum and heritage studies.
Author: Djakeli, Kakhaber
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 388
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Book Description
In social marketing, the concept of phygital approaches, blending physical and digital experiences, has emerged as a transformative strategy. As consumers navigate the digital world, implementing phygital techniques offers a unique opportunity to create immersive and engaging brand interactions. Phygital marketing combines the sensory experiences of physical environments with the immediacy and data-driven precision of digital platforms to enhance customer engagement and loyalty while providing valuable analytics into consumer behavior. Further research into social marketing is necessary to understand how it may help businesses and organizations balance workplace wellbeing, customer communication, and the physical and emotional happiness of employees and consumers. Phygital Approaches to Social Marketing develops guidelines for proper social marketing research, study, teaching, and practical social marketing campaigns. It explores modern marketing through social, cultural, and economic theories, revealing how digital technology can be used to influence customer emotions and spending, while creating sustainable business environments. This book covers topics such as artificial intelligence, customer retention, and online technology, and is a useful resource for business owners, educational professionals, marketing agents, sociologists, policymakers, public health professionals, academicians, scientists, and researchers.
Author: Sue Runyard
Publisher:
ISBN:
Category : Art
Languages : en
Pages : 308
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Book Description
As museums, galleries and heritage attractions are expected to become more competitive, marketing and PR naturally become key tools to attract more visitors. This text covers various aspects of marketing and PR in a museum/gallery context.
