Museum Marketing and Strategy
Designing Missions, Building Audiences, Generating Revenue and Resources
The Second Edition of a Groundbreaking BookThis 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 toDefine the exchange process between a museum's offerings and consumer valueDifferentiate a museum and communic…
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Produktdetails
Weitere Autoren: Kotler, Philip / Kotler, Wendy I.
- ISBN: 978-0-7879-9691-8
- EAN: 9780787996918
- Produktnummer: 3648324
- Verlag: Wiley
- Sprache: Englisch
- Erscheinungsjahr: 2008
- Seitenangabe: 544 S.
- Masse: H24.0 cm x B18.4 cm x D3.5 cm 986 g
- Auflage: 2. A.
- Gewicht: 986
Über den Autor
Neil G. Kotler is the president of Kotler Museum and Cultural Marketing Consultants, Arlington, Virginia, and a former museum professional at the Smithsonian Institution.Philip Kotler is?the S.C. Johnson & Son Professor of International Marketing at Northwestern University's Kellogg School of Management in Evanston, Illinois.Wendy I. Kotler is an educator and museum consultant of long-standing. She is vice president of Kotler Museum and Cultural Marketing Consultants.
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