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

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9780787996918: Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources

Book by Kotler Neil G Kotler Philip Kotler Wendy I

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Reseña del editor:

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

Contraportada:

The SECOND EDITION of
A GROUNDBREAKING BOOK

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 co mpetitive 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

The book is filled with examples of best practices, programs, problem solving, and organizational behavior. Ten case studies illuminate marketing solutions with contributions from international museum professionals including Ruth Rentschler, Kazuharu Ishida, Sarah Briggs, Mario Bucolo, and Yutaka Mino.

PRAISE FOR Museum Marketing and Strategy

"The Kotlers have written a much needed, up-to-date, comprehensive road map for effective leadership. There is a rich lode of stories and strategies for the museum executive in a digital world--a tour de force."
--JOHN W. McCARTER, JR., CEO and president, The Field Museum, Chicago, Illinois

"The most comprehensive and insightful guide to effectively addressing the challenges facing museums in the changing and uncertain global, digital, and consumer empowered environment. 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, University of Pennsylvania, and trustee, Philadelphia Museum of Art

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Neil Kotler (Kotler Cultural and Museum Marketing Consultants); Philip Kotler (Northwestern University ); Wendy Kotler
Editorial: John Wiley and Sons
ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción John Wiley and Sons. Estado de conservación: New. Brand New. Nº de ref. de la librería 0787996912

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Neil G. Kotler, Philip Kotler, Wendy I. Kotler
Editorial: John Wiley Sons Inc, United States (2008)
ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción John Wiley Sons Inc, United States, 2008. Hardback. Estado de conservación: New. 2nd Revised edition. 239 x 178 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería FLT9780787996918

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Neil G. Kotler, Philip Kotler, Wendy I. Kotler
Editorial: John Wiley Sons Inc, United States (2008)
ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción John Wiley Sons Inc, United States, 2008. Hardback. Estado de conservación: New. 2nd Revised edition. 239 x 178 mm. Language: English . Brand New Book. 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. Nº de ref. de la librería FLT9780787996918

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Neil G. Kotler; Philip Kotler; Wendy I. Kotler
Editorial: Jossey-Bass (2008)
ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción Jossey-Bass, 2008. Hardcover. Estado de conservación: New. book. Nº de ref. de la librería 0787996912

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Neil G. Kotler, Philip Kotler, Wendy I. Kotler
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ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción John Wiley & Sons Inc. Hardback. Estado de conservación: new. BRAND NEW, Museum Marketing and Strategy: Designing Missions, Building Audiences, Generating Revenue and Resources (2nd Revised edition), Neil G. Kotler, Philip Kotler, Wendy I. Kotler, 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. Nº de ref. de la librería B9780787996918

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Kotler, Neil G., Kotler, Philip, Kotler, Wendy I.
Editorial: Jossey-Bass (2008)
ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción Jossey-Bass, 2008. Estado de conservación: New. 2008. 2nd Edition. Hardcover. * This new edition of the bestselling guide on marketing for museums is thoroughly updated, addressing the growing impact of technology, shifts in museum branding and marketing strategy, and also adds international case studies. Num Pages: 544 pages, Illustrations. BIC Classification: GM; KJS. Category: (P) Professional & Vocational. Dimension: 244 x 188 x 33. Weight in Grams: 986. . . . . . . Nº de ref. de la librería V9780787996918

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Neil G. Kotler
Editorial: Wiley 2008-08-22, San Francisco, Calif. :|Chichester (2008)
ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción Wiley 2008-08-22, San Francisco, Calif. :|Chichester, 2008. hardback. Estado de conservación: New. Nº de ref. de la librería 9780787996918

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Neil G. Kotler, Philip Kotler, Wendy I. Kotler
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Descripción Jossey-Bass, 2008. Hardcover. Estado de conservación: New. 2. Nº de ref. de la librería DADAX0787996912

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Descripción Jossey Bass 2008-08-22, 2008. Hardback. Estado de conservación: New. Nº de ref. de la librería NU-LBR-00784086

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Neil G. Kotler; Philip Kotler; Wendy I. Kotler
Editorial: John Wiley & Sons (2008)
ISBN 10: 0787996912 ISBN 13: 9780787996918
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Descripción John Wiley & Sons, 2008. Estado de conservación: New. book. Nº de ref. de la librería ria9780787996918_rkm

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