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Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources (Jossey-Bass Nonprofit and Public Management Series) - Tapa dura
Sinopsis
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.
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Acerca del autor
NEIL KOTLER is the program director and coordinator at the Smithsonian Institution. He has taught at Dartmouth College, Georgetown University, and the University of Texas at Austin. He was legislative director for Representative John Conyers, Jr. in the U.S. House of Representatives and served in the Peace Corps in Ethiopia. PHILIP KOTLER, one of the world's leading authorities on marketing, is professor of international marketing at Northwestern University's Kellogg Graduate School of Management and is the author of fifteen books----including Marketing Management and Strategic Marketing for Nonprofit Organizations----and over one hundred articles. He is also a consultant to leading corporations and nonprofit organizations.
De la contraportada
Competition, more programs, limited resources, building a wider audience, generating earned income, renewing exhibits and galleries, capturing the enthusiasm of young people, building collaborations-these are challenges facing today's museums, history and science centers, zoos and botanical gardens. Museum Strategy and Marketing, the first comprehensive guide to strategic planning and marketing for museums, provides a framework for future action in tackling these and other issues.
In this long awaited answer of one of museums' most pressing challenges, Neil Kotler and Philip Kotler reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. Rather than seeing marketing as at odds with mission, the authors explain the strategic relationship between missions, audience and funding-and how managing this relationship is vital for a successful museum. They offer marketing tools as instruments that museum professionals can use to shape and reach their own goals, to achieve higher quality and broader support, and build healthy, vibrant museums.
The book offers a variety of methods and tools for coping with fast-changing conditions: pricing, promotion and communication, offsite distribution of programs, building a brand image, audience research, service marketing, new product development, organizational self-assessment, and marketing audits. Its encyclopedic approach gives museum managers tools for everything from strategic planning and budgeting to advertising, media relations, and fundraising-providing them with the tools to create and nurture a thriving museum.
De la solapa interior
Competition, more programs, limited resources, building a wider audience, generating earned income, renewing exhibits and galleries, capturing the enthusiasm of young people, building collaborations?these are challenges facing today's museums, history and science centers, zoos and botanical gardens. Museum Strategy and Marketing, the first comprehensive guide to strategic planning and marketing for museums, provides a framework for future action in tackling these and other issues.In this long awaited answer of one of museums' most pressing challenges, Neil Kotler and Philip Kotler reveal how museums can build revenue, audiences, and resources while maintaining and advancing mission. Rather than seeing marketing as at odds with mission, the authors explain the strategic relationship between missions, audience and funding?and how managing this relationship is vital for a successful museum. They offer marketing tools as instruments that museum professionals can use to shape and reach their own goals, to achieve higher quality and broader support, and build healthy, vibrant museums.The book offers a variety of methods and tools for coping with fast-changing conditions: pricing, promotion and communication, offsite distribution of programs, building a brand image, audience research, service marketing, new product development, organizational self-assessment, and marketing audits. Its encyclopedic approach gives museum managers tools for everything from strategic planning and budgeting to advertising, media relations, and fundraising?providing them with the tools to create and nurture a thriving museum.
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- EditorialJossey-Bass Inc.,U.S.
- Año de publicación1998
- ISBN 10 0787909122
- ISBN 13 9780787909123
- EncuadernaciónTapa dura
- IdiomaInglés
- Número de páginas432
- Contacto del fabricanteno disponible
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Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources (Jossey-Bass Nonprofit and Public Management Series)
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
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Paperback
Librería: WorldofBooks, Goring-By-Sea, WS, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Nº de ref. del artículo: GOR005337479
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Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey Bass, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
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Tapa dura
Librería: Anybook.com, Lincoln, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In poor condition, suitable as a reading copy. No dust jacket. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,850grams, ISBN:0787909122. Nº de ref. del artículo: 9201379
Cantidad disponible: 1 disponibles
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Museum Strategy and Marketing: Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey Bass, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: Anybook.com, Lincoln, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In fair condition, suitable as a study copy. Dust Jacket in good condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,900grams, ISBN:9780787909123. Nº de ref. del artículo: 9068680
Cantidad disponible: 1 disponibles
Imagen de archivo
Museum Strategy and Marketing : Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Phoenix, Phoenix, AZ, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 1.75. Nº de ref. del artículo: G0787909122I4N00
Cantidad disponible: 1 disponibles
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Museum Strategy and Marketing : Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Atlanta, AUSTELL, GA, Estados Unidos de America
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Hardcover. Condición: As New. No Jacket. Pages are clean and are not marred by notes or folds of any kind. ~ ThriftBooks: Read More, Spend Less 1.75. Nº de ref. del artículo: G0787909122I2N00
Cantidad disponible: 1 disponibles
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Museum Strategy and Marketing : Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Very Good. No Jacket. Missing dust jacket; May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 1.75. Nº de ref. del artículo: G0787909122I4N01
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Museum Strategy and Marketing : Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Atlanta, AUSTELL, GA, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Very Good. No Jacket. Former library book; May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 1.75. Nº de ref. del artículo: G0787909122I4N10
Cantidad disponible: 1 disponibles
Imagen de archivo
Museum Strategy and Marketing : Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: As New. No Jacket. Pages are clean and are not marred by notes or folds of any kind. ~ ThriftBooks: Read More, Spend Less 1.75. Nº de ref. del artículo: G0787909122I2N00
Cantidad disponible: 1 disponibles
Imagen de archivo
Museum Strategy and Marketing : Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Atlanta, AUSTELL, GA, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less 1.75. Nº de ref. del artículo: G0787909122I4N00
Cantidad disponible: 1 disponibles
Imagen de archivo
Museum Strategy and Marketing : Designing Missions, Building Audiences, Generating Revenue and Resources
Publicado por
Jossey-Bass Inc Pub, 1998
ISBN 10: 0787909122
ISBN 13: 9780787909123
Antiguo o usado
Tapa dura
Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Hardcover. Condición: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less 1.75. Nº de ref. del artículo: G0787909122I3N00
Cantidad disponible: 1 disponibles