Museum Marketing and Strategy
Designing Missions, Building Audiences, Generating Revenue and Resources
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 comm…
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Produktdetails
Weitere Autoren: Kotler, Philip / Kotler, Wendy I.
- ISBN: 978-1-119-36374-3
- EAN: 9781119363743
- Produktnummer: 20735428
- Verlag: John Wiley & Sons
- Sprache: Englisch
- Erscheinungsjahr: 2016
- Seitenangabe: 544 S.
- Plattform: EPUB
- Masse: 7'180 KB
- Auflage: 2. Auflage
Über den Autor
THE AUTHORS 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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