Museum Marketing And Strategy

Author : Neil G. Kotler,Philip Kotler,Wendy I. Kotler
Publisher : John Wiley & Sons
Page : 547 pages
File Size : 47,9 Mb
Release : 2016-08-25
Category : Business & Economics
ISBN : 9781119363743

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Museum Marketing and Strategy by Neil G. Kotler,Philip Kotler,Wendy I. Kotler Pdf

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

Author : Neil G. Kotler,Philip Kotler
Publisher : Jossey-Bass
Page : 440 pages
File Size : 43,7 Mb
Release : 1998-05-08
Category : Business & Economics
ISBN : UCSC:32106013853699

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Museum Strategy and Marketing by Neil G. Kotler,Philip Kotler Pdf

This guide to marketing for museums has been updated to address the growing impact of technology, shifts in museum branding and marketing strategy, and also it adds international case studies.

Author : Sue Runyard
Publisher : Stationery Office Books (TSO)
Page : 140 pages
File Size : 44,5 Mb
Release : 1994
Category : Marketing
ISBN : 011290517X

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The Museum Marketing Handbook by Sue Runyard Pdf

Why should museums invest time and resources in developing a marketing strategy when there are so many other demands on their limited budget? The simple answer is that there is evidence that effective marketing assists the survival of the museum.

Author : Ruth Rentschler,Anne-Marie Hede
Publisher : Routledge
Page : 288 pages
File Size : 43,8 Mb
Release : 2009-11-04
Category : Business & Economics
ISBN : 9781136377426

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Museum Marketing by Ruth Rentschler,Anne-Marie Hede Pdf

Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as ‘customers’; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.

Author : Richard Sandell,Robert R. Janes
Publisher : Routledge
Page : 471 pages
File Size : 46,7 Mb
Release : 2007-04-11
Category : Business & Economics
ISBN : 9781134155996

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Museum Management and Marketing by Richard Sandell,Robert R. Janes Pdf

Drawing together a selection of high quality, intellectually robust and stimulating articles on both theoretical and practice-based developments in the field, this Reader investigates the closely linked areas of management and marketing in the museum. The articles, from established and world-renowned contributors, practitioners and writers at the leading edge of their fields, deal with the museum context of management and how marketing and management practices must take account of the specifics of the museum and the not-for-profit ethos. Key writings from broader literature are included, and the collection of key writings on the investigation and study of management and marketing in the museum are of great benefit not only to those studying the subject, but also to professionals working and developing within the field.

Author : Christina Lister
Publisher : Unknown
Page : 0 pages
File Size : 55,8 Mb
Release : 2023-09
Category : Museums
ISBN : 1003309143

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Marketing Strategy for Museums by Christina Lister Pdf

"Marketing Strategy for Museums is a practical guide to developing and delivering marketing that supports museums' missions and goals. Explaining how museums can be strategic and proactive in their approach, it also shows how to make effective decisions with limited resources. Presenting examples from a range of museums around the world, the author positions marketing as a vital function that aims to build mutually beneficial relationships between museums and their audiences--both existing and new--and ensure museums are relevant and viable. Breaking down key marketing models, Lister shows how they can be applied to museums in a meaningful way. Setting out a step-by-step framework for developing a museum's marketing strategy and for creating marketing campaigns, which can be scaled up or down. Readers will also be encouraged to reflect on topics such as sustainable marketing; ethical marketing; and accessible and inclusive marketing. Marketing Strategy for Museums provides an accessible guide that seeks to demystify marketing and boost the confidence of those responsible for planning and delivering marketing in museums. It is aimed at people working in museums of all types and sizes and will also be relevant to students of museum and heritage studies"--

Author : Deborah Pitel
Publisher : Rowman & Littlefield
Page : 140 pages
File Size : 42,6 Mb
Release : 2016-04-08
Category : Business & Economics
ISBN : 9781442263529

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Marketing on a Shoestring Budget by Deborah Pitel Pdf

Here’s a one-stop marketing guide just for small museums and historic sites. In an age when many local historical associations and museums take money from their marketing budget because resources are tight, which can start a vicious cycle of reduced marketing reach, lower visitation, and then even less money for marketing, this guide will help those who need it the most expand their marketing reach as inexpensively as possible. In Marketing on a Shoestring Budget, Deborah Pitel covers the pros and cons of each promotional tool so they can judge what is best for their organization. She writes specifically for colleagues who have no formal marketing training and have to work off the “trial and error” method.

Author : Fiona Mclean
Publisher : Routledge
Page : 272 pages
File Size : 51,8 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781134743155

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Marketing the Museum by Fiona Mclean Pdf

Marketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.

Author : Androniki Kavoura,Damianos P. Sakas,Petros Tomaras
Publisher : Springer
Page : 764 pages
File Size : 48,8 Mb
Release : 2016-09-26
Category : Business & Economics
ISBN : 9783319338651

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Strategic Innovative Marketing by Androniki Kavoura,Damianos P. Sakas,Petros Tomaras Pdf

This book presents the latest on the theoretical approach of the contemporary issues evolved in strategic marketing and the integration of theory and practice. It seeks to make advancements in the discipline by promoting strategic research and innovative activities in marketing. The book highlights the use of data analytics, intelligence and knowledge-based systems in this area. In the era of knowledge-based economy, marketing has a lot to gain from collecting and analyzing data associated with customers, business processes, market economics or even data related to social activities. The contributed chapters are concerned with using modern qualitative and quantitative techniques based on information technology used to manage and analyze business data, to discover hidden knowledge and to introduce intelligence into marketing processes. This allows for a focus on innovative applications in all aspects of marketing, of computerized technologies related to data analytics, predictive analytics and modeling, business intelligence and knowledge engineering, in order to demonstrate new ways of uncovering hidden knowledge and supporting marketing decisions with evidence-based intelligent tools. Among the topics covered include innovative tourism marketing strategies, marketing communications in small and medium-sized enterprises (SMEs), the use of business modeling, as well as reflecting on the marketing trends and outlook for all transportation industry segments. The papers in this proceedings has been written by scientists, researchers, practitioners and students that demonstrate a special orientation in strategic marketing, all of whom aspire to be ahead of the curve based on the pillars of innovation. This proceedings volume compiles their contributions to the field, highlighting the exchange of insights on strategic issues in the science of innovation marketing.

Author : Lorri Mon,Christie Koontz
Publisher : Rowman & Littlefield
Page : 323 pages
File Size : 53,8 Mb
Release : 2020-12-07
Category : Language Arts & Disciplines
ISBN : 9781538142967

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Marketing and Social Media by Lorri Mon,Christie Koontz Pdf

Marketing and Social Media: A Guide for Libraries, Archives, and Museums, Second Edition is a much-needed guide to marketing for libraries, archives, and museum professionals in the social media age. This book serves as both an introductory textbook and as a guide for working professionals interested in developing well-planned evidence-based marketing campaigns. Chapters cover coordinating efforts with the organization’s mission, goals, and objectives, how to do a SWOT analysis and environmental scanning, the use of existing data as well as issues in collecting additional data, how to identify and involve stakeholders, a 4-step marketing model, considerations of price, placement, product, and promotion, market research, understanding customer groups and market segmentation, marketing mix strategy and evaluation, promotional activities, channel selection, social media marketing activities, content marketing, social media policies, guidelines, crisis communication, and evidence-based assessment. Discussion of social media and examples of social media marketing activities are included throughout the book, as well as case study examples of marketing and social media campaigns in libraries, archives and museums. This second edition further includes a new final chapter offering step-by-step guidance for brand-new social media managers on how to get started from their first day on the job with social media marketing, management, assessment, strategic planning, and content calendar planning activities, in addition to working with colleagues and managers to integrate social media into work activities across the organization. For educators, this text includes elements which can be developed into classroom or workshop assignments which include pull quotes highlighting important concepts in each chapter, key terms, discussion questions, illustrative case study examples from archives, libraries and museums, and an annotated bibliography for further reading.

Author : Kuang-nan Huang
Publisher : Unknown
Page : 200 pages
File Size : 51,5 Mb
Release : 1997
Category : Museum stores
ISBN : PSU:000056668018

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Museum Marketing Strategies by Kuang-nan Huang Pdf

Author : Sue Runyard,Ylva French
Publisher : Unknown
Page : 308 pages
File Size : 49,6 Mb
Release : 1999
Category : Art
ISBN : IND:30000079156315

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The Marketing and Public Relations Handbook for Museums, Galleries and Heritage Attractions by Sue Runyard,Ylva French Pdf

As museums, galleries and heritage attractions are expected to become more competitive, marketing and PR naturally become key tools to attract more visitors. This text covers various aspects of marketing and PR in a museum/gallery context.

Author : Gail Dexter Lord,Kate Markert
Publisher : AltaMira Press
Page : 172 pages
File Size : 45,8 Mb
Release : 2007-04-16
Category : Business & Economics
ISBN : 9780759113817

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The Manual of Strategic Planning for Museums by Gail Dexter Lord,Kate Markert Pdf

While some view strategic planning with trepidation, it is one of a museum's strongest tools for improving quality, motivating staff and board members, adapting to environmental changes, and preparing the groundwork for future initiatives. The Manual of Strategic Planning for Museums offers proven methods for successful strategic planning in museums from two experienced leaders in the field.

Author : Ylva French,Sue Runyard
Publisher : Taylor & Francis
Page : 377 pages
File Size : 40,7 Mb
Release : 2011-06-09
Category : Social Science
ISBN : 9781136702310

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Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions by Ylva French,Sue Runyard Pdf

Visitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.

Author : Christina Lister
Publisher : Taylor & Francis
Page : 170 pages
File Size : 53,5 Mb
Release : 2023-12-06
Category : Art
ISBN : 9781000999181

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Marketing Strategy for Museums by Christina Lister Pdf

Marketing Strategy for Museums is a practical guide to developing and delivering marketing that supports museums’ missions and goals. Explaining how museums can be strategic and proactive in their approach, it also shows how to make effective decisions with limited resources. Presenting examples from a range of museums around the world, the author positions marketing as a vital function that aims to build mutually beneficial relationships between museums and their audiences – both existing and new – and ensure museums are relevant and viable. Breaking down key marketing models, Lister shows how they can be applied to museums in a meaningful way. Setting out a step-by-step framework for developing a museum’s marketing strategy and for creating marketing campaigns, which can be scaled up or down. Readers will also be encouraged to reflect on topics such as sustainable marketing; ethical marketing; and accessible and inclusive marketing. Marketing Strategy for Museums provides an accessible guide that seeks to demystify marketing and boost the confidence of those responsible for planning and delivering marketing in museums. It is aimed at people working in museums of all types and sizes and will also be relevant to students of museum and heritage studies.