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

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

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. <i>Museum Marketing and Strategy</i> 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 <ul> <li>Define the exchange process between a museum's offerings and consumer value</li> <li>Differentiate a museum and communicate its unique value in a competitive marketplace</li> <li>Find, create, and retain consumers and convert visitors to members and members to volunteers and donors</li> <li>Plan strategically and maximize marketing's value</li> <li>Achieve financial stability</li> <li>Develop a consumer-centered museum</li> </ul>