Philip Kotler – Museum Marketing and Strategy (Second edition)

Автор: Philip Kotler
Название книги: Museum Marketing and Strategy (Second edition)
Формат: PDF
Тема: Музей, Маркетинг музеев
Страницы: 546
Качество: Изначально компьютерное, E-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 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