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Jossey Bass Museum Marketing and Strategy - Neil G. Kotler
Rok: 2008
ISBN: 9780787996918
NKP-CNB: boe303-kpw0131191
OKCZID: 110276564
Citace (dle ČSN ISO 690):
KOTLER, Neil G. Museum marketing and strategy: designing missions, building audiences, generating revenue and resources. 2nd ed. San Francisco: Jossey-Bass, c2008. xxx, 511 s.
Anotace
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
